| A | B |
|---|
| Internal database | Electronic collection of information obtained from data source within the company. |
| Marketing intelligence | The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment. |
| Marketing research | The systematic design, collection, analysis, and reporting of data relevant to specific marketing situation facing an organization. |
| Exploratory research | Marketing research to gather preliminary information that will help define problems and suggest hypotheses. |
| Descriptive research | 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. |
| Casual research | Marketing research to test hypotheses about cause-and-effect relationships. |
| Secondary data | Information that already exists, having been collected for another purpose. |
| Commercial online database | Computerized collections of information available from online commercial sources or via the internet. |
| Primary data | Information collected for the specific purpose at hand. |
| Observational Research | The gathering of primary data by observing relevant people, actions, and situations. |
| Ethnographic | Consumer research that reveals the unspoken cultural and social patterns that shape consumer behavior and attempts to capture these personal characteristics. |
| Survey research | The gathering of primary data by asking questions about their knowledge, attitudes, preferences, and buying behavior. |
| Experimental research | The gathering of primary data by selecting matching groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. |
| Individual interviewing | A one-to- one interview conducted in the homes or offices of individuals, on the street, or in shopping malls. |
| Focus group interviewing | Interview process that involves a trained moderator and 6 to 10 people invited to talk about a product, service, or organization. |
| Online marketing research | Collecting primary data through Internet surveys and online focus groups. |
| Computer-assisted telephone interviewing | Collecting data by having interviewers sit at computers, read questions from the computer screen to a person over the telephone, and key in the person’s responses. |
| Completely automated telephone surveys | Interviewing that utilizes computer initiated telephone calls and prerecorded questions. |
| Data warehouses | Centralized Company databases with detailed customer information that help researchers and marketing managers study customers’ habits and patterns |
| Marketing Plan | A proposed course of action including strategic and tactical objectives that result in the positioning of the company and its products in support of its objectives. |
| Strategic Objectives | Goals that create the environment in which sales efforts can be successful and that set the stage for carrying out the tactical objectives. |
| Tactical Objectives | Tangible, measurable tasks that have to be completed to accomplish the strategic objectives |
