customer insights- fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
marketing information system- people and procedures for assessing information needs, developing the needs information, and helping decision makers to use information to generate and validate actionable customer and market insights.
internal databases- electronic collections of consumer and market information obtained from data sources within the company network
marketing intelligence- the systematic collection and analysis of publicity available information about consumers,competitors, and developments in the marketing environment.
marketing research- the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation.
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 consumer.
casual research- marketing research to test hypothesis about cause-and-effect relationships.
secondary data- information that already exists somewhere, having been collected for another purpose
primary data- information collected for the specific purpose at hand.
commercial online databases- computerized collections of information available from online commercial sources or via the internet.
observational research- gathering primary data by observing relevant people, actions, and situations.
survey research- gathering primary data by asking people questions about their knowledge attitudes, preferences, and buying behavior.
experimental research- gathering primary data by as selecting matched groups of subjects , giving them different treatments, controlling related factors, and checking for differences in group responses.
focus group interviewing- personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. the interview focuses the group dissucsion on important issues.
sample- a segment of the population selected for marketing research to represent the population as a whole.
CRM- managing detailed info about individual customers and carefully managing customer touch points in order to maximize customer loyalty