Mktg 9

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Author:
charlie09er
ID:
110589
Filename:
Mktg 9
Updated:
2011-10-20 13:31:05
Tags:
Marketing
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Description:
Chapter 9
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  1. Marketing Information
    everyday info about developments in the marketing environment that managers use to prepare and adjust marketing plans
  2. (Marketing) Decision Support System (DDS)
    an interactive, flexible, computerized info system that enables managers to obtain and manipulate info as they are making decisions
  3. Characteristics of a DDS
    • Interactive
    • Flexible
    • Discovery Oriented
    • Accessible
  4. Database Marketing
    the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
  5. Marketing Research
    the process of planning, collecting, and analyzing data relevant to a marketing decision
  6. 3 Roles of Mktg Research?
    • Descriptive
    • Diagnostic
    • Predictive
  7. How many Steps in Marketing Research Process & what are they?
    • 7
    • Identify and formulate problem/opp
    • Plan and gather data
    • Specify sampling procedure
    • Collect data
    • Analyze
    • Prepare & present
    • Follow up
  8. Marketing Research Problem
    Determining what info is needed and how that info can be obtained efficiently and effectively
  9. Marketing Research Objective
    the specific info needed to solve a mktg research problem; the objective should be to provide insightful decision-making info
  10. Management Decision Problem
    broad-based problem that uses marketing research in order for managers to take proper actions
  11. Secondary Data
    • Data previously collected for any purpose other than the one at hand
    • Valuable in the problem/opp identification stage
  12. Marketing Researcher Aggregators
    a company that acquires, catalogs, reformats, segments, and resells reports already published by mktg research firms
  13. Research Design
    specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
  14. Primary Data
    • information that is collected for the first time; used for solving the particular prob under investigation
    • ADV: will answer a specific research ? that secondary data cannot answer; current & researchers know the source
    • DISADV: expensive
  15. Survey Research
    most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions and attitudes
  16. Types of Interviews
    • In-Home Personal interviews - high quality by expensive
    • Mall Intercept interviews - hard to get representative sample of population
    • Telephone interviews
    • Mail Surveys - produce low response rates (*mail panels)
    • Executive Interviews
    • Focus Groups
  17. Computer-assisted Personal vs. Self interviewing
    • Personal: interviewer reads questions from a computer screen and enters response directly into computer
    • Self: does it himself into computer
  18. Central-location telephone facility
    • (CLT)
    • specifically designed phone room used to conduct telephone interviewing
  19. 3 Types of Questions
    • Open-ended
    • Closed-ended
    • Scaled-response
  20. Behavioral Targeting (BT)
    a form of observation mktg research that uses data mining coupled with identifuing Web surfers by their IP addresses
  21. Ethonographic Research
    study of human behavior in its natural context; involves observation of behavior and physical setting
  22. Universe
    population from which a sample will be drawn
  23. Probability Samples
    • Simple Random Sample
    • Stratified Sample
    • Cluster Sample
    • Systematic Sample
  24. Random Sample
    arranged in such a way that every element of the pop. has an = chance of being selected
  25. Nonprobability Sample
    sample in which little or no attempt is made to get a representative cross section of the population
  26. Nonprobability Samples
    • Convenience Sample
    • Judgement Sample
    • Quota Sample
    • Snowball Sample
  27. Types of Errors
    • Measurement Error
    • Sampling Error
  28. Measurement Error
    • error that occurs when there is a difference b/w the info desired by the researcher & the info provided by the measurement process
    • EX: buy Crest toothpaste when they really don't
  29. Sampling Error
    • error that occurs when a sample somehow doesn't represent the target population
    • Types: Nonresponse error, Frame error, or Random error
  30. Field Service Firm
    • Firm that specializes in interviewing respondents on a subcontracted basis
    • provide focus group facilities, mall intercept locations, test product storage & kitchen facilities
  31. Advantages of Internet Surveys
    • Rapid development, real-time reporting
    • Dramatically reduced costs
    • Personalied questions & data
    • Improved respondent participation
    • Contact with the hard-to-reach
  32. Consumer-generated Media (CGM)
    • media that consumers generate and share among themselves
    • can be influenced but not controlled
  33. Scanner-based Research
    system for gathering info from a single group of resondents by continuously monitoring the advertising, promotion and pricing they are exposed to & the things they buy
  34. Competitive Intelligence (CI)
    an intelligence systems that helps managers assess their competition and vendors in order to become more efficient and effective competitors

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