Marketing Information System Flashcards

Marketing Research

• Involves gathering, analyzing, and reporting data related to marketing goods and services.
• Employs various processes and methods to derive actionable insights.

Marketing Information System

• A structured system that generates, stores, analyzes, and disseminates marketing-related information.
• Aids in informed decision-making for marketing and business strategies.

Database Marketing

• Refers to customer relationship management (CRM) practices.
• Involves designing, creating, and managing detailed customer lists for targeted marketing.

Database

• A systematic collection of related information focused on specific topics.
• Enables efficient data retrieval and management for analysis.

Quantitative Research

• Collects and presents data primarily in numerical formats.
• Useful for statistical analysis and quantifying trends or patterns.

Qualitative Research

• Focuses on observational data from naturalistic environments rather than purely statistical analysis.
• Provides insights into behavioral patterns and deeper understanding of consumer perceptions.

Attitude Research

• Designed to gather opinions about products, services, or companies.
• Also termed opinion research, it assesses consumer feelings and beliefs.

Market Intelligence

• Pertains to understanding the size, location, competition, and market segmentation of targeted products or services.
• Provides strategic insights for market positioning and competition analysis.

Media Research

• Also known as advertising research, it evaluates the effectiveness of media choices.
• Focuses on issues like media selection, frequency, and audience ratings.

Product Research

• Concentrates on assessing product design, packaging, usage, and consumer acceptance.
• Critical for evaluating both new and existing products in the market.