MKT 444 Ch. 1: Intro to Marketing Research – Flashcards
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Marketing Research
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systematic and objective identification, collection, analysis, dissemination, and use of info that is undertaken to improve decision making related to identifying and solving problems (opportunities) in marketing
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Problem-identification research
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research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in future
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problem-solving research
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research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in the future
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Marketing Research Process
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6 steps - problem identification - developing an approach to the problem -research design formulation -fieldwork, -data preparation and analysis -report preparation and presentation
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competitive intelligence
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the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment
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marketing research industry
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suppliers who provide marketing research services
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internal supplier
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marketing research departments located w/in the firm
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external suppliers
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outside marketing companies hired to conduct a complete marketing research project or a component of it
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full-service providers
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companies that offer the full range of marketing research activities
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syndicated services
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companies that collect and sell common pools of data designed to serve the information needs of multiple clients
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customized services
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companies that tailor research procedures to best meet the needs of each client
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internet services
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companies that specialize in conducting research on the Internet
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limited-service suppliers
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specialize in 1 or a few steps of the marketing research process
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field services
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primary service offering is their expertise in collecting data for research process
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focus groups and qualitative services
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services related to facilities, recruitment, and other services for focus groups and other forms of qualitative research, such as one-to-one depth interviews
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technical and analytical services
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services related to design issues and computer analysis of quantitative data, such as those obtained in large surveys
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Marketing Information System (MIS)
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a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis
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Decision Support System (DSS)
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an information system that enables decision makers to interact directly w/ both databases and analysis models. the important components of a DSS include hardware and a communication network, database, model base, software base, and the DSS user (decision maker)
