| A | B |
|---|
| discretionary purchases | not essential for consumers, so they can decide whether or not to purchase them |
| internal information | information developed from activities that occur within the organization |
| external information | provides an understanding of factors outside of the organization |
| marketing information system (MkIS) | an organized method of collecting, storing, analyzing, and retrieving information to improve the effectiveness and efficiency of marketing decisions |
| input | information needed for decision making that goes into the system |
| storage | involves the resources used to maintain information, including equipment and procedures, so that it can be accessed when needed. |
| analysis | the process of summarizing, combining, or comparing information so that decisions can be made. |
| output | the result of analysis provided to decision makers |
| marketing research | a procedure designed to identify solutions to a specific marketing problem through the use of scientific problem solving |
| primary data | information collected for the first time to solve the problem being studied |
| secondary data | information already collected for another purpose that can be used to solve the current problem |
| population | all of the people in the group the company is interested in studying |
| sample | a smaller group selected from the population |
| random sampling | used to make sure a sample is representative of the larger group |
| survey | a planned set of questions to which individuals or groups of people responded |
| focus group | is a small number of people brought together to discuss identified elements of an issue or problem |
| observation | collects information by recording actions without interacting or communicating with the participant |
| experiments | are carefully designed and controlled situations in which all important factors are the same except the ones being studied |
| test markets | are specific cities or geographic areas in which marketing experiments are conducted |
| simulations | are experiments where researchers create the situation to be studied |
