Name ____________________

Chapter 4 Vocabulary

Casual Research (102)

Marketing research to test hypotheses about cause-and-effect relationships.

Commercial Online Databases (103)

Computerized collections of information available from online commercial sources or via the internet

Customer Insights (97) Fresh understandings of customers & the marketplace derived from marketing information that become the basis for creating customer value & relationships Customer Relationship Management CRM (114) Descriptive Research (102) Managing detailed information about individual customers and carefully managing customer touch points in order to maximize customer loyalty. Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers A form of observational research that involves sending trained observers to watch and interact with consumers in their natural habitat Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. Marketing research to gather preliminary information that will help define problems and suggest hypotheses

Ethnographic Research (106)

Experimental Research (107)

Exploratory Research (102)

Focus Group Interviewing (108)

Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product service or organization. The interviewer focuses the group discussion on important issues.

Name ____________________

Chapter 4 Vocabulary

Internal Databases (99) Marketing Information System MIS (97) Marketing Intelligence (100) Marketing Research (102) Observational Research (105) Online Focus Groups (110)

Electronic collections of consumer & market information obtained from data sources within the company network People & procedures for assessing information needs, developing the needed information & helping decision makers to use the information to generate and validate actionable customer & market insights The systematic collection & analysis of publicly available information about consumers, competitors & developments in the marketing environment The systematic, design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization Gathering primary data by observing relevant people, actions & situations Gathering a small group of people online with a trained moderator to chat about a product, service or organization & gain qualitative insights about consumer attitudes & behavior Collecting primary data online through surveys, online focus groups, web-based experiments, or tracking consumers online behavior. Information collected for the specific purpose at hand

Online Marketing Research (109) Primary Data (103)

Sample (111)

A segment of the population selected for marketing research to represent the population as a whole. Information that already exists somewhere, having been collected for another purpose Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Secondary Data (103)

Survey Research (106)