Marketing Ch.4

• Objective 1 :Explain the importance of information in gaining insights about the marketplace and customers
  
  • Customer insights
    
• Objective 2: Define the marketing information system and discuss its parts
  
  • Marketing information system
    
  • Internal databases
    
  • Marketing intelligence
    
• Objective 3: Outline the steps in the marketing research process
  
  • The steps
    
    • Defining the problem and research objectives
      
    • Developing the research plan for collecting and analyzing the data
      
    • Interpreting and reporting the findings
      
  • Key terms
    
    • Marketing research
      
    • Exploratory research
      
    • Descriptive research
      
    • Causal research
      
    • Secondary data
      
    • Primary data
      
    • Commercial online databases
      
    • Observational research
      
    • Ethnographic research
      
    • Survey research
      
    • Experimental research
      
    • Focus group interviewing
      
    • Online marketing research
      
    • Online focus groups
      
    • Sample
      
• Objective 4: Explain how companies analyze and use marketing information
  
  • Customer relationship management
    
• Objective 5: Discuss the special issues some marketing researchers face, including public policy and ethics issues