SEM - Ch 5 Marketing Information Management

A set of procedures and methods used to collect, analyze, distribute, and store information

• marketing-information system

• marketing research

• market research

• data-driven procedures

In-house staff researchers who work with external research agencies

• focus groups

• cohort

• sample

• client-side researchers

Gathering information specifically focused on a single target market.

• data mining

• market research

• syndicated research

• convergence analytics

A group of people who share certain characteristics

• cohort

• focus group

• sample

• customer's lifetime value

Decisions based on data and analysis

• analytics

• data-driven decisions

• data interpretation

• marketing research

The process of organizing data from multiple sources -

• algorithm

• syndicated research

• convergence analytics

• hard data

When changes in a product are being considered, a business might -

• contact a sample of customers

• contact people who are current customers

• summarize suggestions from customers

• all the above

The first step in marketing research involves -

• defining the problem

• analyzing current conditions

• collecting data

• none of the above

The difference between marketing research and market research includes -

• marketing research is focused on a very specific target market

• marketing research involves a much broader scope

• market research can be applied to a number of marketing problems

• all of the above

An ethical conflict in marketing research could involve -

• how a computer is used to record visits to websites

• having to choose between the research client and the research respondents' privacy

• giving clients the answers they want

• all of the above