595817
| Question | Answer |
| Marketing Information | everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans |
| Decision Support System (DSS) | an interactive, flexible, computerized information System that enables managers to Obtain and Manipulate information as they are making decision |
| Database Marketing | the creation of a Large Computerized file of customers' and potential customers' Profiles and Purchase Patterns |
| Marketing Research | the process of Planning, Collecting, and Analyzing Data relevant to a marketing decision |
| Importance of Marketing Research | Information gathered; how you Collect and how you Process |
| Types of Marketing Research | -Exploratory -Causal |
| Exploratory (marketing Research) | Qualitative Methods; trying to explore it at a bigger level; using qualitative data; WHY SOMETHING IS HAPPENING |
| Causal (marketing Research) | -Experiments -Cause and Effects -Ex: increase advertising Budget, how much would it increase |
| Marketing Research Problem | Determining what information is Needed and How that information can be obtained Efficiently and Effectively |
| Marketing Research Objective | the specific information need to Solve a problem; the objective should be to provide insightful decision-making information |
| Management Decision Problem | a Broad-Based Problem that uses marketing research in order for Managers to take Proper Actions |
| Secondary Data | data previously collected for any purpose other than the one at hand |
| Marketing Research Aggregator | a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. |
| Research Design | specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed |
| Primary Data | Information that is collected for the first time; used for solving the particular problem under investifation |
| Survey Research | the most technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinion, and attitudes |
| Mall Intercept Interview | a survey research method that involves interviewing people in the common areas of shopping malls |
| Computer-assisted personal interviewing | an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer |
| Computer-assisted Self-interviewing | an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys hits or her answers into a computer |
| Central-Location Telephone (CLT) facility | a specially designed phone room used to conduct telephone interviewing |
| Executive Interview | a type of survey that involves interviewing business people at their offices concerning industrial products or services |
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