Marketing Research Book Vocab Chapter 1

  1. Marketing Research
    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.
  2. Problem-identification research
    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.
  3. Marketing Research Process
    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.
  4. Problem Solving Researh
    Research undertaken to help solve specific marketing problems.
  5. Competitive Intelligence
    The process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.
  6. Internal Supplier
    Marketing research departments located within a firm.
  7. External Suppliers
    Outside marketing research companies hired to supply marketing research data or services.
  8. Marketing Research Industry
    The marketing research industry consists of external suppliers who provide marketing research services.
  9. Full-service suppliers
    Companies that offer the full range of marketing research activities.
  10. Syndicated services
    Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients.
  11. Customized Services
    Companies that tailor the research procedures to best meet the needs of each client.
  12. Internet Services
    Companies that have specialized in conducting marketing research on the Internet.
  13. Limited-service suppliers
    Companies that specialize in one or a few phases of the marketing research project.
  14. Field Services
    Companies whose primary service offering is their expertise in collecting data for research projects.
  15. Focus Groups and qualitative services
    Services related to facilities recruitment, and other services for focus groups and other forms of qualitative research, such as one-on-one depth interviews.
  16. Technical and analytical services
    Services related to design issues and computer analysis of quantitative data, such as those obtained in large surveys.
  17. Marketing information system (MIS)
    A formalized set of procedures for generating analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis.
  18. Decision support system (DSS)
    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).
Card Set
Marketing Research Book Vocab Chapter 1
Marketing Research Chapter 1