Term
| Marketing Information System (MIS) |
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Definition
- It is a way to make sure you get the data you need
- Organized for a continuous flow of info
1) gathering
2) accessing
3) organizing
- Intranets are speeding adoption
- Requires data processing and marketing expertise |
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Term
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Definition
- Interface between the manager and MIS
- Allows manager to access data they need
- Search engine, data mining
- Aids analysis
- May involve marketing models
- Marketing dashboard (computer display w/ real time info of things that are relevant to the manager) |
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Term
| Benefits of Marketing Research |
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Definition
- Stay in touch with customers' changing attitudes and purchase patterns
- Understand market opportunities (Pringles)
- Feasibility of a particular marketing strategy
Developing marketing mixes |
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Term
| Marketing research process |
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Definition
1) define the problem
2) analyze the situation
3) problem specific data
4) interpreting the data
5) solve the problem |
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Term
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Definition
- departures from expected
- evidence of opportunities
- assumptions-->why did it occur? |
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Term
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Definition
- Research questions, hypothesis
- Research design: what kind of questions? how are you going to execute?
- Secondary data: data that's already been gathered (useful, but not specific to what you're looking for) |
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Term
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Definition
- Internal records from your company
- Government statistics
- Trade associations
- Syndicated services (collect secondary data and put it in a standardized format and sell it) |
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Term
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Definition
- Can be secondary or primary
- Ease of dissemination and access
- Access to customer data (data mining)
- Availability of subscription services |
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Term
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Definition
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Term
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Definition
1) Qualitative
- focus groups
- observations (ex. mystery shoppers)
2) Quantitative
- surveys
- consumer panels
- experiments |
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Term
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Definition
- 6-10 people for 1-2 hours
- Leader/moderator present
- group interaction
- subjective analysis
- videotaping
- virtual focus groups (cheaper, more convenient) |
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Term
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Definition
- mail (low response)
- telephone (many drawbacks)
- online
- personal interview (door-to-door, depth interview for sensitive topics, mall intercept, on site computer interviews) |
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Term
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Definition
- population (normally you can take a sample, not a census)
- Sample
- Response rate |
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Term
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Definition
- Checking and editing
- Coding (ex. gender=1 or 2)
- Data analysis--> dispersion of data (how close or spread out are answers around the mean), statistical analysis (regression), hypothesis supported or rejected
- Reliability and validity (did I measure what I intended to measure?)
- Confidence intervals |
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Term
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Definition
- Helps determine accuracy of a statistical estimate
- Range around estimate
- Likelihood the range contains the true population |
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Term
| International Marketing Research |
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Definition
- Standardize as much as possible
- Allow for differences in research design (ex. in Middle East use male interviewers)
- Understand the culture |
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