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Created by Kathleen Keller
over 7 years ago
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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 |
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