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marketing chap 7

QuestionAnswer
marketing research procedures that develop and analyze new information about a market.
marketing information system (MIS) an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
intranet a system for linking computers within a company.
data warehouse a place where databases are stored so that they are available when needed.
Decision Support System (DSS) a computer program that makes it easy for marketing managers to get and use information as he or she is making decisions.
marketing dashboard displays up to the minute marketing data in an east to read format.
marketing model a statement of relationships among marketing variables.
scientific method a decision making approach that focuses on being objective and orderly in testing ideas before accepting.
hypothesis educated guesses about the relationships between things or about what will happen in the future.
the marketing research process (5 steps) 1) defining the problem 2) analyzing the situation 3) getting problem-specific data 4) interpreting the data 5) solving the problem
defining the problem often the most difficult step. It easy to confuse problems with symptoms.
situation analysis an informal study of what information is already available in the problem area. involves the collection of secondary data.
getting problem specific data involves collecting primary data.
qualitative data seeks in-depth, open ended responses, not yes or no answers.
focus group interview involves interviewing 6 to 10 people in an informal group setting.
quantitative research seeks structured responses that can be summarized in numbers.
consumer panels a group of consumers who provide information on a continuing basis.
experimental method researchers compare the responses of two (or more) groups that are similar except on the characteristic of being tested.
interpreting the data just what it says dumbass
statistical packages easy to use computer programs that analyze data.
validity the extent to which data measures what they intended to measure.
Created by: kylebr24
 

 



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