






Study with the several resources on Docsity
Earn points by helping other students or get them with a premium plan
Prepare for your exams
Study with the several resources on Docsity
Earn points to download
Earn points by helping other students or get them with a premium plan
Community
Ask the community for help and clear up your study doubts
Discover the best universities in your country according to Docsity users
Free resources
Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors
Define marketing research - ✔✔The process of defining a marketing problem, systematically gathering, analyzing, reporting information and recommending actions to improve an organizations marketing activities Where does the information used to make marketing decisions come from? - ✔✔The environment What are the 4 systems of the marketing information system (MIS)? - ✔✔ -Decision support system (processes and databases for aiding decisions) -Internal report system (info from internal reports) -Marketing intelligence system (gather info from environment) -Marketing research system (gather info not available from current sources) What is market (not marketing) research? - ✔✔Studies of a specific age, demographic, customer group, etc. What is penetration rate? - ✔✔The % of households that are buying product - how many people your product gets through to What is the difference between full-service and limited-service suppliers? - ✔✔Full service - do it all
Typology: Exams
1 / 10
This page cannot be seen from the preview
Don't miss anything!
Define marketing research - ✔✔The process of defining a marketing problem, systematically gathering, analyzing, reporting information and recommending actions to improve an organizations marketing activities Where does the information used to make marketing decisions come from? - ✔✔The environment What are the 4 systems of the marketing information system (MIS)? - ✔✔
What is experimental (causal) research? - ✔✔Used to determine if X causes Y What are some methods of experimental research? - ✔✔Con- Experiments or test marketing What are some components of experimental research? - ✔✔- Concomitant variation (x and y occur together or vary together in a predicted way)
What are the main types of qualitative research? - ✔✔Naturalistic observation Interviews Focus Groups Social media research Protocol analysis Projective techniques Ethnographic research What are the advantages to focus groups? What are the 3 techniques? - ✔✔Adv - generate ideas, reveal insights, understand quantitative findings
What are the two sources of secondary data? - ✔✔Internal and external What are the 3 types of external data retrieval? - ✔✔Published - data prepared for public distribution Syndicated - data primarily provided by external sources for multiple companies Standardized - provided by firms that collect data in a standard format What is customer relationship management (CRM)? - ✔✔Using internal databases for the purpose of direct marketing or to strengthen relationships with customers What is data mining? - ✔✔Process of finding hidden relationships among variables contained in data stored in very large data warehouses What is big data? - ✔✔Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions What is text mining? - ✔✔Deriving high-quality info from text, often involving turning the text into data suitable for statistical analysis What are several methods of quantitative data collection? - ✔✔- Person-administered surveys
What are the main types of response formats? - ✔✔- Open-ended