Marketing Chapter Seven

  1. Marketing Research?
    Procedures that develop and analyze new information about a market.
  2. Marketing Information System?
    An organised way of continually gathering, accesing, and analyzing information that marketing managers need to make ongoing decisions.
  3. Intranet?
    A system for linking computers within a company.
  4. Data Warehouse?
    A place where databases are stored so that they are available when they are needed.
  5. Decision Support System?
    A computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.
  6. Search Engine?
    A computer program that helps a marketing manager find information that is needed.
  7. Marketing Model?
    A statement of relationships among marketing variables. A manager can look at the sales of different types of promotion and select the marketing mix that is best for the target market.
  8. Sales Analysis?
    A detailed breakdown of a company's sales records.
  9. Scientific Method?
    A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
  10. Hypotheses?
    Educated guesses about the relationship between things or about what will happenin the future.
  11. Marketing Research Process?
    • A five-step application of scientific method.
    • 1. Defining the problem.
    • 2. Analyzing the situation.
    • 3. Getting problem-specific data.
    • 4. Interpretting the data.
    • 5. Solving the problem.
  12. Situation Analysis?
    An informal study of what information is already available in the problem area.
  13. Secondary Data?
    Information that has been collected or published already.
  14. Primary Data?
    Information specifically collected to solve a current problem.
  15. Research Proposal?
    A plan that specifies what information will be obtained and how to be sure no misunderstandings occur later.
  16. Quantitive Research?
    Seeks in-depth, open-ended responses, not yes or no answers.
  17. Focus Group Interveiw?
    Involves interveiwing six to ten people in an informal group setting. Goal is to stimulate thinking and get immediate reactions.
  18. Quantitative Research?
    Seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.
  19. Response Rate?
    The percentage of people contacted who complete the questionaire. Often low, and not a great representation.
  20. Consumer Panels?
    A group of consumers who provide information on a continuing basis.
  21. Experimental Method?
    Researchers compare the responses of two (or more) groups that are similar except the characteristic being tested.
  22. Strategic Packages?
    Easy-to-use computer programs that analyze data.
  23. Population?
    The total group of people being conidered of interest.
  24. Sample?
    A part of the relevant population.
Card Set
Marketing Chapter Seven
Marketing Chapter Seven