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Marketing Chapter 4:Managing Marketing Information to Gain Customer Insights
11 cards·by 8680lewielj
What are customer insights?
Fresh understandings of customers and the marketplace derived from marketing info that
become the basis for creating customer value & relata
How many steps are in the marketing research process?
4
What is primary Data
Information collected for a specific purpose at hand.
What is secondary data
Information that already exist somewhere, having been collected for another purpose.
What is survey researching?
Gathering primary data by asking people questions about their knowledge, attitudes,
preferences and buying behavior.
What are the advantages of surveys?
Flexibility in the many types of information it can be used to obtain
What are the disadvantages of surveys? (3)
Customer responses not being accurate, customers unwilling to respond to surveys, giving
pleasing answers to avoid hurting company
What is observational research?
Gathering primary data by observing relevant people, actions, and situations.
What type of information does observational research gather, primary or secondary?
Primary
What is the main difference between primary and secondary data?
Primary must be collected, secondary already exist.
What is ethnographic research?
observational research that involves sending trained observers around to interact with and
watch consumers in their natural enviorments