MGKT Chapter 9
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Marketing Decision Support Systems
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Characteristics of Marketing Decision Support Systems
- Discovery Oriented
- The creation of a large computerized file of customers’ and potential customers’profiles and purchase patterns.
- The key tool for successful one-to-one marketing
The process of planning, collecting, and analyzing data relevant to a marketing decision.
The Role of Marketing Research
The Importance of Marketing Research
- Improve quality of decision making
- Trace problems
- Focus on keeping existing customers
- Understand changes in marketplace
Sources of Secondary Data
- Internal Corporate Information
- Government Agencies
- Trade and Industry Associations
- Business Periodicals
- News Media
Advantages of Secondary Data
- Saves time and money if on target
- Aids in determining direction for primary data collection
- Pinpoints the kinds of people to approach
- Serves as a basis of comparison for other data
Disadvantages of Secondary Data
- May not give adequate detailed information
- May not be on target with the research problem
- Quality and accuracy of data may pose a problem
Information collected for the first time. Used for solving the particular problem under investigation.
Advantages of Primary Data
- Answers a specific research question
- Data are current
- Source of data is known
- Secrecy can be maintained
Disadvantages of Primary Data
- “Piggybacking” may confuse respondents
- Quality declines if interviews are lengthy
- Reluctance to participate in lengthy interviews
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
An interview question that encourages an answer phrased in respondent’s own words.
An interview question that asks the respondent to make a selection from a limited list of responses
Scaled- Response Question
A closed-ended question designed to measure the intensity of a respondent’s answer.
- A research method that relies on three types of observation:
- people watching people
- people watching an activity
- machines watching people
The study of human behavior in its natural context; involves observation of behavior and physical setting.
A sample in which every element in the population has a known statistical likelihood of being selected.
A sample arranged so that every element of the population has an equal chance of being selected.
Any sample in which little or no attempt is made to get a representative cross-section of the population.
A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher.
Error when there is a difference between the information desired and the information provided by research
Error when a sample somehow does not represent the target population.
Error when a sample drawn from a population differs from the target population
Error because the selected sample is an imperfect representation of the overall population
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Advantages of Internet Surveys
- Rapid development, Real-time reporting
- Reduced costs
- Personalized questions and data
- Improved respondent participation
- Contact with the hard-to-reach
Uses of the Internet by Marketing Researchers
- Administer surveys
- Conduct focus groups
- Other types of marketing research
Role of Blogs in Marketing Research
- Refined technologies allow companies to mine data available in Internet blogs.
- Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it).
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
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