Chapter 4 Slides
Business Administration 332 with Moon at University of Tennessee - Knoxville
About this deck
By: Elizabeth T
Textbook:
Marketing: An Introduction (10th Edition) (MyMarketingLab Series)
Created: 2010-10-02
Size: 28 flashcards
Views: 595
Textbook:
Marketing: An Introduction (10th Edition) (MyMarketingLab Series)Created: 2010-10-02
Size: 28 flashcards
Views: 595
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Internal Database
Electronic collection of information obtained from data sources within the company
Marketing Intelligence
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
Marketing Research
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Exploratory Research
A type of research that gathers preliminary information that will help define the problem and suggest hypotheses.
Descriptive Research
A type of research that describes things (e.g. Market potential for a product, demographics and attitudes). The most popular type is conducting surveys.
Causal Research
A type of research that tests hypotheses about cause-and-effect relationships
Research Plan
Develops a plan for gathering the needed information efficiently.
Secondary Data
What type of data is available more quickly and at a lower cost than primary data?
Primary Data
What type of data consists of information collected for the specific purpose on hand?
Ethnographic Research
What type of research consists of observation in the consumers' natural environment?
Mechanical observation
People meters and checkout scanners are two examples of what?
Survey Research
What type of research is the most widely used method for primary data collection? It's the approach best suited for gathering descriptive information.
Experimental Research
What type of research attempts to explain cause-and-effect relationships? It involves selecting matched groups of subjects, giving different treatments, controlling unrelated factors, and checking differences in group responses.
Sample
What is the segment of the population selected to represent the population as a whole?
Convenience Sample
What sample consists only of those who choose to respond to a survey?
Closed-ended and open-ended
What are two types of questionnaires?
Galvanometer
What type of mechanical device uses electrodes to measure stimulation in your skin?
Eye cameras
What type of mechanical device tracks where people's eyes go on a web page?
Collecting the data
What part of the research plan is the most expensive and subject to error?
Bias
What is the most common form of error and is not going to lead to making good decisions?
Customer Relationship Management
What management strategy is all about taking data and then acting on that data? It captures customer information from all sources, analyzes it in depth and applies the results to build stronger relationships.
Customer Needs, Marketing Environment, Competition
About what three entities do companies need information?
Analysis, planning, implementation, organization and control
What are the five steps of the marketing information system?
Better
Marketers do not need more information, rather they need ____ information.
Target markets, marketing channels, competitors, publics, and macro-environments
What are the five facets of the marketing environment?
Data, action
Marketers need to be ____-driven and _____-oriented.
Information
________ is needed in order to make decisions.
Marketing Information System
Consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
About this deck
By: Elizabeth T
Textbook: Marketing: An Introduction (10th Edition) (MyMarketingLab Series)
Created: 2010-10-02
Size: 28 flashcards
Views: 595
Textbook:
Marketing: An Introduction (10th Edition) (MyMarketingLab Series)Created: 2010-10-02
Size: 28 flashcards
Views: 595
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj