Quiz bmark

    Cards (36)

    • Managing marketing information

      To gain customer insights
    • Marketing information and customer insights
      Provide competitive advantage
    • Customer insights

      Lead to fresh marketing
    • Big data
      Huge complex data
    • Internal databases
      Collection of consumer
    • Competitive marketing intelligence

      Systematic monitoring
    • Good marketing intelligence
      Helps marketers gain
    • Marketing research internal data

      Provides information
    • Marketing research

      Systematic design
    • Exploratory research
      Provides preliminary information
    • Descriptive research

      Describes things
    • Developing the research plan
      Define the research problem
    • Gathering secondary data

      Data that already exists somewhere
    • Primary data collection

      Data collected for the purpose at hand
    • Observational research
      Observing relevant people
    • Ethnographic research

      Research in natural environments
    • Survey research

      Researching buying behavior
    • Experimental research
      Comparing group responses
    • Contact methods

      Methods by which data is collected, e.g. mail, telephone, personal interviews
    • Mail, telephone and personal interviews

      Mail questionnaires, telephone interviewing, personal interviews
    • Personal interviews

      Take two forms
    • Mail, telephone and personal interviewing
      Mail questionnaires
    • Research instruments
      Tools for collecting primary data
    • Questionnaires

      Common research instrument
    • Open-end questions
      Questions where respondents answer in their own words
    • Mechanical instruments

      Instruments that monitor consumer behavior
    • Implementing the research plan
      Putting the plan into action
    • Interpreting and reporting the findings
      Interpreting the results
    • Analysing and using marketing information
      Conducting additional analysis
    • Customer Relationships Management (CRM)

      Builds loyalty with customers
    • Intranet
      Internal network for stakeholders
    • Marketing research for small businesses
      Differs from larger firms
    • International research
      Follows the same steps as domestic research
    • Domestic research
      Deals with fairly homogeneous conditions
    • International research

      Deals with diverse conditions
    • Public policy and ethics in marketing research

      Concerns both the sponsoring organization and the research participants