database marketing
the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
the key tool for successful one-to-one marketing
marketing research problem
determining what information is needed and how that information can be obtained efficiently and effectively
marketing research objective
the specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information
management decision problem
a broad-based problem that requires marketing research in order for managers to take proper actions
secondary data
data previously collected for any purpose other than the one at hand
primary data
information collected for the first time. can be used for solving the particular problem under investigation
survey research
the most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes
focus group
seven to ten people who participate in a group
discussion led by a moderator
open-ended question
an interview question that encourages an answer phrased in respondent's own words
closed-ended question
an interview question that asks the respondent to make a selection from a limited list of responses