MKTG Exam 2 Study Guide COLORS

Everyday information about developments in the

Info icon This preview shows pages 4–6. Sign up to view the full content.

= everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans Decision Support System (DSS) = an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions (Managers access to data) Database Marketing = the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns (**usually the key tool to successful one-to-one marketing) The Role of Marketing Research Marketing research = the process of planning, collecting, and analyzing data relevant to a marketing decision (this information is then passed to management) (Mktg research links the consumer, customer, and public to the marketer through information) (findings become data in a DSS) Steps in a Marketing Research Project Marketing research problem = determining what information is needed and how that information can be obtained efficiently and effectively
Image of page 4

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Marketing research objective = the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information Management decision problem = action oriented ; a broad-based problem that uses marketing research in order for managers to take proper actions (EX: for Pantene, theirs was deciding how to win women back after the recession) Secondary Data = data previously collected for any purpose other than the one at hand Marketing research aggregator = a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms (industry is $120Million growing 6% annually) Research Design = specifies which research questions must be answered, how and when the data will be gathered and how the data will be analyzed (typically project budget is finalized after research design has been approved) Primary Data = information that is collected for the first time; used for solving the particular problem under investigation Survey Research = the most popular technique for gathering primary data; A researcher interacts with people to obtain facts, opinions and attitudes Mall intercept interview = a survey research method that involves interviewing people in the common areas of shopping malls (interviewers must be brief) Computer-assisted personal interviewing = an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer Computer-assisted self-interviewing = an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answer into a computer Central-location telephone (CLT) facility = a specially designed phone room used to conduct telephone interviewing (the federal “Do Not Call” law does not apply to survey research) Executive interview
Image of page 5
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.
  • Spring '13
  • Marketing, Consumer Buying Decisions

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern