Marketing Chapter 4 Flashcards

Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.

People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information.

Electronic collections of consumer and market information obtained from data sources within the company network.

<p>The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.</p> Signup and view all the answers

<p>The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation.</p> Signup and view all the answers

<p>Marketing research to gather preliminary information that will help define problems and suggest hypotheses.</p> Signup and view all the answers

<p>Marketing research to better describe marketing problems, situations, or markets.</p> Signup and view all the answers

<p>Marketing research to test hypotheses about cause-and-effect relationships.</p> Signup and view all the answers

<p>Information that already exists somewhere, having been collected for another purpose.</p> Signup and view all the answers

<p>Information collected for the specific purpose at hand.</p> Signup and view all the answers

<p>Computerized collections of information available from online commercial sources or via the Internet.</p> Signup and view all the answers

<p>Gathering preliminary data by observing relevant people, actions, and situations.</p> Signup and view all the answers

<p>A form of observational research that involves sending trained observers to watch and interact with consumers in their natural habitat.</p> Signup and view all the answers

<p>Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.</p> Signup and view all the answers

<p>Gathering primary data by selecting matched groups of subjects and checking for differences in group responses.</p> Signup and view all the answers

<p>Personal interviewing involving 6 to 10 people with a trained interviewer discussing a product, service, or organization.</p> Signup and view all the answers

<p>Collecting primary data online through Internet surveys, online focus groups, or tracking consumer behavior.</p> Signup and view all the answers

<p>Gathering a small group of people online with a trained moderator to chat about a product or service.</p> Signup and view all the answers

<p>A segment of the population selected for marketing research to represent the population as a whole.</p> Signup and view all the answers

<ol> <li>Defining the problem 2) Developing the research plan 3) Implementing the plan 4) Interpreting and reporting findings.</li> </ol> Signup and view all the answers

<ol> <li>Exploratory research 2) Descriptive research 3) Causal research.</li> </ol> Signup and view all the answers

<p>Determining the exact information needed, developing an efficient gathering plan, and presenting it to management.</p> Signup and view all the answers

<p>Available more quickly and at a lower cost than primary data.</p> Signup and view all the answers

<p>Desired information may not exist, and not all information is usable.</p> Signup and view all the answers

<p>Research approaches include observation, survey, and experiment.</p> Signup and view all the answers

<p>Highly flexible method that can gather a great deal of data quickly.</p> Signup and view all the answers

<ol> <li>Determining sampling plan 2) Collecting the data 3) Processing the data 4) Analyzing the data.</li> </ol> Signup and view all the answers