Marketing Chapter 4

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

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

Fresh understanding of customers and the marketplace derived form marketing info that become the basies for creating customer value and relationships

Managing detailed info about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty; the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

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 info that will help define problems and suggest hypotheses

Personal interviewing that involves inviting six to ten ppl 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

Electronic collections of consumer and market info obtained from data sources within the company network

People and procedures for assessing info needs, developing the needed info, and helping decision makers to use the ino to generate and validate actionable customer and market insights

The systematic collection and analysis of publicly available info about consumers, competitors, and developments in the marketing environment

The systematic design, collection, analysis, and reporting of date relevant to a specific marketing situation facing an organization

Gathering primary data by observing relevant people, actions, and situations

Gathering a small group of people online with a trained moderator to chat about a product, service or organization and gain qualitative insights about consumer attitudes and behavior