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Flashcards

Marketing research process and analytics overview

Yannick Duguay English 35 cards

Cards in this deck (35)

  1. 1Marketing researchprocess of planning, collecting and analyzing data to make marketing decisions
  2. 2Marketing analyticsMarketing analytics is the use of the data from the marketing research to make marketing decisions.
    Seeks to find new insights
  3. 3The Marketing research process1.identifying the problem
    2.choose the research design
    3.deciding how much secondary and primary data will be collected and then to collect the data.
    4.analyze the data
    5.present their report
    6. follow up
  4. 4Research design meaningspecifies which research questions must be answered and how/when data will be gathered and analyzed.
  5. 5Two types of research designExploratory research
    Conclusive research
  6. 6two types of conclusive researchDescriptive research
    Casual research
  7. 7what is Secondary datadata that is previously collected for the purpose other than the one at hand.
  8. 8Two different types of secondary dataInternal
    External
  9. 9What is the difference 1. Probability sample 2. non probability sample1.A sample in which every element in the population has a known statistical likelihood of being selected.
    2.any sample in which little or no attempt is made to have a representative cross-selection of population.
  10. 10Two Types of errors that can arise from samplesMeasurement errors
    Sampling errors
  11. 11What is Primary Datainformation collected for the first time
  12. 12What is qualitative researchDepth interviews
    Focus groups
  13. 13What is Quantitative ResearchSurvey research
    Observational research
    Ethnographic research
    Experiments
  14. 14Different ways to conduct online surveysonline research panels
    online focus groups
    online research communities
    mobile marketing research
    social media marketing research
  15. 15What is Big dataThe growth in volume of data
  16. 16What is a data warehouse?type of database designed to collect and organize large sets of data and Analytics.
  17. 17What is data miningProcess of sorting through large data sets to find patterns and relationships.
  18. 18Data visualizationPresenting data in a picture or graph format.
  19. 19What is a marketing dashboardmarketing metrics and insights for marketing analytics are compiled into one place.
  20. 20Categories of data for marketing analysisStructured data
    unstructured data
  21. 21Example of an Intrusive method of collectionFacebook tracking your browser activity
  22. 22What is Lack of data sharing transparencyConsumers are not aware of how and when data is shared
  23. 23When do you conduct marketing research or use marketing Analytics?When managers have several solutions to a problem they should not right away call for Market researcher Analytics.
  24. 24What is Consumer behavior?how consumers make purchase decisions and how they use and dispose of purchased goods or services
  25. 25Consumer decision-making process (Five-step process used by consumers when buying good or services)1.Need recognition
    2.Information search
    3.Evaluation of alternatives
    4.Purchase
    5.Post-purchase behaviour
  26. 26What is Need RecognitionThe result of an imbalance between actual and desired states
  27. 27Two types of Information SearchInternal
    External
  28. 28What is Internal Information Research1.Recalling information you already know
    2.Primarily from previous experience
    3.Also what you’ve stored from external sources
  29. 29What is external information research1.Information you seek from external sources
    2.Marketer-controlled (ads)
    3.Non-marketer-controlled (WOM, Independent reviews)
    4.Consumer-to-consumer reviews
  30. 30Information Search is influenced by1.Perceived risk
    2.Level of existing knowledge and 3.confidence
    4.Prior experience
    5.Level of interest in product
  31. 31What is the Evaluation of AlternativesExclude all products which lack specific attribute (Will not consider a car over 25,000$)
  32. 32What is Cognitive dissonancefeeling of anxiety, regret, discomfort that a customer may experience after making a purchase
  33. 33Types of Buying DecisionsRoutine
    Limited decision-making
    Extensive decision-making
  34. 34What are Sub-CulturesHomogeneous groups of people who share elements of the overall culture, and who also have their own unique cultural elements
  35. 35—

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Description
Flashcards on Untitled, created by Yannick Duguay on 08/11/2023.
Created by
Yannick Duguay · Nov 2023
Updated
Nov 8, 2023
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