review - Chapter 7 Marketing research: procedures that...

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Chapter 7 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. Decision support system (DSS): a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions Marketing dashboard: displays up-to-the-minute marketing data in an easy-to-read format Marketing model: a statement of relationships among marketing variables. Sales analysis: a detailed breakdown of a company’s sales records Scientific method: a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them; develop hypotheses, test the hypotheses before making final decisions Marketing research process: a five-step application of the scientific method that includes: 1.Defining the problem, 2.Analyzing the situation Situation analysis: an informal study of what information is already available in the problem area Secondary data: use search engines, database, special-interest group, government data, private research organization Research proposal: a plan that specifies what information will be obtained and how 3.Getting problem-specific data, Questioning a) Qualitative research: seeks in-depth, open-ended responses ex. Focus group interview: involves interviewing 6-10 people in an informal group setting b) Quantitative research: seeks structured responses that can be summarized in numbers - Mail and online survey - Telephone surveys: fast and effective - Personal interview surveys: can be in-depth, ex. Mall intercept interview Observing: see or record what the subject does naturally. ex) website analysis software computerized scanners 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 being tested 4.Interpreting the data Statistical packages: easy-to-use computer programs that analyze data Validity: concerns the extent to which data measures what it is intended to measure 5.Solving the problem . Chapter 8 Product: the need-satisfying offering of a firm Quality: a product’s ability to satisfy a customer’s needs or requirements Product assortment: the set of all product lines and individual products that a firm sells Product line: a set of individual products that are closely related Individual project: a particular product within a product line Branding: the use of a name, term, symbol, or design, or a combination of these, to identify a product Brand name: a word, letter or a group of words or letters
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Trademark: incudes only those words, symbols, or marks that are legally registered for use by a single company 5 level of brand familiarity: -brand rejection -brand nonrecognition -brand recognition -brand preference -brand insistence brand equity:
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This note was uploaded on 05/09/2011 for the course BUSI 406 taught by Professor Williamperreault during the Spring '11 term at University of North Carolina School of the Arts.

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review - Chapter 7 Marketing research: procedures that...

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