Marketing Research and Support Systems

Question	Answer
Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.	Marketing Information
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.	Decision Support System (DSS)
The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.	Database Marketing
The process of planning, collecting, and analyzing data relevant to the marketing decision.	Marketing Research
Data previously collected for any purpose other than the one at hand.	Secondary Data
Information that is collected for the first time; used for solving the particular problem under investigation.	Primary Data
Seven to ten people who participate in a group discussion led by a moderator.	Focus Group
A closed-ended question designed to measure the intensity of a respondent's answer.	Scaled-Response Question
A research method that relies on four types of observations: people watching people, people watching an activity, machines watchiung people, and machines watching an activity.	Observation Research
The study of human behavior in its natural context; involves observation of behavior and physical setting.	Ethnographic Research
A method a researcher uses to gather primary data.	Experiment
A subset from a larger population.	Sample

Resource summary

	Created by Kathleen Keller over 7 years ago