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Marketing Research Chapter 1
Malhotra: Basic Marketing Research
6
Marketing
Undergraduate 3
09/25/2010
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Term
marketing information system
 Definition
formalized set of procedures for generating, analyzing, storing, and distributing info to marketing decision makers on an ongoing basis
Term
decision support system
 Definition
an infromation system that enables decision makers to interact directly with both databases and analysis models
Term
third wave
 Definition
denotes the move away from information based decision making to system based decisions and involves a number developments centered on DSS and expert systems; transtion to doing old things in new ways throughthe use of technology
Term
limited service suppliers
 Definition

1. focus groups and qualitative services

2.  field services

3. technical and analytical services

4. other services
Term
criteria for selecting a research supplier
 Definition

 

 

 

 

 

 

What is the reputation of the supplier?

 

 

Do they complete projects on schedule?

 

 

Are they known for maintaining ethical standards?

 

 

Are they flexible?

 

 

Are their research projects of high quality?

 

 

What kind and how m much experience does the supplier

have? Has the firm had experience with projects

similar to this one?

 

 

Do the supplier's personnel have both technical and

non-technical expertise?

 

 

Can they communicate well with the client?
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