Flashcards
Marketing Research and Support Systems
Cards in this deck (12)
- 1Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.Marketing Information
- 2An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.Decision Support System
(DSS) - 3The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.Database Marketing
- 4The process of planning, collecting, and analyzing data relevant to the marketing decision.Marketing Research
- 5Data previously collected for any purpose other than the one at hand.Secondary Data
- 6Information that is collected for the first time; used for solving the particular problem under investigation.Primary Data
- 7Seven to ten people who participate in a group discussion led by a moderator.Focus Group
- 8A closed-ended question designed to measure the intensity of a respondent's answer.Scaled-Response Question
- 9A research method that relies on four types of observations: people watching people, people watching an activity, machines watchiung people, and machines watching an activity.Observation Research
- 10The study of human behavior in its natural context; involves observation of behavior and physical setting.Ethnographic Research
- 11A method a researcher uses to gather primary data.Experiment
- 12A subset from a larger population.Sample
Information
- Description
- final review for strategic marketing
- Created by
- Kathleen Keller
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