Marketing Research Study Guide
Marketing Research Test 2
Chapter 6
– Primary data: information that is developed or gathered y the researcher specifically for the research project at hand
– Secondary data: have previously been gathered by someone other than the researcher and/or for some purpose other than the research project at hand
– Internal secondary data: data that have been collected within the firm, such as sales records, purchase requisitions, and invoices
– External secondary data: data obtained from outside the firm, published, syndicated services data, and databases
– Database marketing: the process of building, maintaining, and using customer (internal) databases and other (internal) databases (products, suppliers, resellers) for the purpose of contacting, transacting, and building relationships
– Data mining: the name for the software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases
– Internal databases : databases consisting of information gathered by a company during the normal course of business transactions
– Syndicated services data : provided by firms that collect data in a standard format and make them available to subscribing firms. Typically highly specialized and are not available in libraries for the general public
– External databases: databases supplied by organizations outside the firm and may be used as sources of secondary data
– Online information databases: sources of secondary data searchable by search engines online. Factiva, LexisNexis, ProQuest, & Gale Group
– CRM, Customer Relationship Management: strengthening relationships with customers by using internal databases for purposes of direct marketing.
– North American Industry Classification System (NAICS): a coding system; a system of coding business firms and can be used by researchers to access info stored in databases according to the NAICS codes.
– Standard Industrial Classification (SIC) system: being replaced by
Chapter 6
– Primary data: information that is developed or gathered y the researcher specifically for the research project at hand
– Secondary data: have previously been gathered by someone other than the researcher and/or for some purpose other than the research project at hand
– Internal secondary data: data that have been collected within the firm, such as sales records, purchase requisitions, and invoices
– External secondary data: data obtained from outside the firm, published, syndicated services data, and databases
– Database marketing: the process of building, maintaining, and using customer (internal) databases and other (internal) databases (products, suppliers, resellers) for the purpose of contacting, transacting, and building relationships
– Data mining: the name for the software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases
– Internal databases : databases consisting of information gathered by a company during the normal course of business transactions
– Syndicated services data : provided by firms that collect data in a standard format and make them available to subscribing firms. Typically highly specialized and are not available in libraries for the general public
– External databases: databases supplied by organizations outside the firm and may be used as sources of secondary data
– Online information databases: sources of secondary data searchable by search engines online. Factiva, LexisNexis, ProQuest, & Gale Group
– CRM, Customer Relationship Management: strengthening relationships with customers by using internal databases for purposes of direct marketing.
– North American Industry Classification System (NAICS): a coding system; a system of coding business firms and can be used by researchers to access info stored in databases according to the NAICS codes.
– Standard Industrial Classification (SIC) system: being replaced by