Marketing Research Book Vocab Chapter 1

The systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of provlems (and opportunities) in marketing.

Research that is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

A set of six steps that defines the tasks to be accomplished in conducting a marketing research study. these include problem definition, development of an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report preparation and presentation.

Research undertaken to help solve specific marketing problems.

The process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

Marketing research departments located within a firm.

Outside marketing research companies hired to supply marketing research data or services.

The marketing research industry consists of external suppliers who provide marketing research services.

Companies that offer the full range of marketing research activities.

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients.

Companies that tailor the research procedures to best meet the needs of each client.

Companies that have specialized in conducting marketing research on the Internet.

Companies that specialize in one or a few phases of the marketing research project.

Companies whose primary service offering is their expertise in collecting data for research projects.

Services related to facilities recruitment, and other services for focus groups and other forms of qualitative research, such as one-on-one depth interviews.

Services related to design issues and computer analysis of quantitative data, such as those obtained in large surveys.

A formalized set of procedures for generating analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis.

Information systems that enable decision makers to interact directly with both databases and analysis models. the important components of a DSS include hardware and a communications network, database, model base, software base, and the DSS user (decision maker).