Guia mid term Mercados (copy)

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing

A business philosophy that holds that the key to achieving organizational goals consists of the company's being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

Marketing concept

Consists of selecting a segment of the market as the company's target market and designing the proper mix of the product/service price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

Marketing strategy

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. It is the function that links the consumer, customer, and public to the marketer through information.

Marketing research

A process used to define the size, location, and/or makeup of the market for a product or service.

Market research

Links the consumer to the marketer by providing information that can be used in making marketing decisions.

Marketing research function

Conducted to expand our knowledge rather than to solve a specific problem.

Basic research

Conducted to solve specific problems.

Applied research

A structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision-makers.

Marketing information system

A component of the marketing information system that involves gathering and analyzing information from within the organization.

Internal reports system

A component of the marketing information system that involves gathering information from external sources to help identify marketing opportunities and problems.

Marketing intelligence system

A component of the marketing information system that provides tools and techniques to assist in making marketing decisions.

Marketing decision support system (DSS)

A component of the marketing information system that involves conducting research to gather specific information needed for marketing decisions.

Marketing research system

Known as the father of marketing research.

Charles Coolidge Parlin

Organizations that supply their own marketing research information.

Internal suppliers

Marketing research conducted by internal suppliers.

Client-side research

Marketing research facilitated by internet access to secondary data and better knowledge of data analysis software.

DYI research

Outside firms hired to fulfill a company's marketing research needs.

External suppliers

A firm specializing in marketing research and offering their services to buyers needing information to make more informed decisions.

Agency

Firms that have the capability to conduct the entire marketing research project for buyer firms.

Full-service supplier firms

Firms that specialize in one or a few marketing research activities.

Limited-service supplier firms

Firms that collect information and make it available to multiple subscribers.

Syndicated data services

Firms that use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction.

Packaged services

Firms that provide client services associated with measuring online consumer behavior and online data collection.

Online research specialists

Firms that provide services customized to individual client's needs.

Customized services

Firms that specialize in a particular industry or market segment and offer specialized research techniques.

Industry or market segment specialist technique specialty

A research technique that tracks eye movement to determine better package design, advertising copy, etc.

Eye movement

Conducting research using mobile devices such as iPad or smartphones.

Mobile research

Using different sampling methods to draw samples to suit client's research objectives.

Sampling

Observing brain activity as consumers are exposed to stimuli such as packages or ads.

Neuroimaging

Determining firms' target markets, locating these consumers, and determining other characteristics of these consumers such as media habits.

Market segmentation

Monitoring for relevant buzz over social media and attaching meaning for companies and their brands.

Social media monitoring

Collecting data using a variety of methods such as telephone, online, person-to-person, and mail intercept.1. Industry performance:The overall performance and success of a particular industry.

Field services

An evaluation method that focuses on subjective data and opinions rather than numerical data.

Qualitative evaluation

The process of collecting and analyzing consumer information to make informed marketing decisions.

Marketing research

Online platforms where users can share content and interact with others.

Social media

Conventional methods of gathering consumer information, such as surveys and interviews.

Traditional marketing research

Instances where research participants are treated unfairly or their privacy is violated.

Mistreatment of respondents

Individuals or companies hired to conduct a specific part of the marketing research process.

Research brokers

A systematic approach to conducting marketing research, involving various steps.

Marketing research process

Specific goals or outcomes that researchers aim to achieve through their study.

Research objectives

Different options or choices available when making a decision.

Decision alternatives

Research methods that aim to describe marketing variables or phenomena of interest.

Descriptive research

Research designed to identify the sources of satisfaction and dissatisfaction among consumers.

Diagnostic research

Research that provides information to help managers address and resolve consumer dissatisfaction.

Prescriptive research

Gathering information in an unstructured and informal manner to gain insights and generate hypotheses.

Exploratory research

Research studies that aim to determine the factors that cause a particular event or outcome.

Causal studies

Data collected specifically for the research problem at hand.

Primary information

Existing data that has already been collected for other purposes.

Secondary information

Approaches used to collect primary and secondary data, such as online surveys or face-to-face interviews.

Methods of accessing data

A set of questions designed to gather information from respondents in a structured manner.1. Observation form:A form used to observe respondents in marketing research.

Questionnaire

Describes how each sample element or unit is to be drawn from the total population in marketing research.

Sample plan

Refers to determining how many elements of the population should be included in the sample in marketing research.

Sample size

Errors that occur in data collection and researchers must know the sources of these errors and implement controls to minimize them.

Nonsampling errors

A control referred to as validation to minimize the possibility of errors in data collection in marketing research.

Validation

Companies that specialize in data collection in marketing research.

Field service firms

Involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests in marketing research.

Data analysis

One of the most important phases of marketing research, where the results are properly communicated to the client.

Reporting

Specific objectives that tell the researcher exactly what information must be collected to solve the problem in marketing research.

Research objectives

An area of buyer need or potential interest in which a company can perform profitably.

Marketing opportunity

Signals that alert us to the problem in marketing research.

Symptoms

Often used in the marketing research process.

Invitations to bid (ITBs) or request for proposals (RFPs)

A form of exploratory research undertaken to gather background information and data pertinent to the problem area in marketing research.

Situation analysis

Possible causes of the problem in marketing research.

Causes

The results of marketing decisions.

Consequences

Assertions that certain conditions exist or that certain reactions will take place if the considered alternatives are implemented in marketing research.

Assumptions

The quantity and quality of evidence a manager possesses for each of his or her assumptions in marketing research.

Information state

Discrepancies between the current information level and the desired level of information in marketing research.

Information gaps

Statements that are taken as true for the purposes of argument or investigation in marketing research.

Hypotheses

Defines a construct, such as intention to buy or satisfaction, which describes the operations to be carried out for the construct to be measured empirically in marketing research.

Operational definition

A pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place in marketing research.

Action standards

Serves as the basis of a contract and documents what the marketing researcher proposes to deliver to the client for some consideration in marketing research.

Marketing research proposal

A set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information in marketing research.

Research design

Usually conducted at the outset of research projects to gain background information, define terms, clarify problems and hypotheses, and establish research priorities in marketing research.

Exploratory research

The process of searching for and interpreting existing information relevant to the research topic in marketing research.

Secondary data analysis

Gathering information from those knowledgeable on the issues relevant to the research problem in marketing research.

Experience surveys

Gathering information from those thought to be knowledgeable on the issues relevant to the problem in marketing research.1. Lead-user survey:A method used to gather information from lead users of a new technology.

Key-informant technique

A review of available information about a former situation that has similarities to the current research problem.

Case analysis

Small groups brought together and guided by a moderator through an unstructured, spontaneous discussion to gain information relevant to the research problem.

Focus groups

Research undertaken to describe answers to questions of who, what, where, when, and how.

Descriptive research

Measure units from a sample of the population at only one point in time.

Cross-sectional studies

Repeatedly measure the same sample units of a population over time.

Longitudinal studies

Panels that ask panel members the same questions on each panel measurement.

Continuous panels

Studies examining how many consumers switched brands.

Brand-switching studies

Studies that measure variables of interest, such as market share or unit sales, over time.

Market-tracking studies

Research aimed at understanding a phenomenon in terms of conditional statements.

Causal research

Manipulating an independent variable to see how it affects a dependent variable while controlling for extraneous variables.

Experiment

Variables that the researcher has control over and wishes to manipulate.

Independent variable

Variables that the researcher has little or no direct control over but has a strong interest in changing.

Dependent variable

Variables that may have some effect on a dependent variable but are not independent variables.

Extraneous variables

A procedure for devising an experimental setting to attribute a change in a dependent variable solely to a change in an independent variable.

Experimental design

Measuring the dependent variable after changing the independent variable.

Posttest

Isolates the effect of the independent variable on the dependent variable while controlling for extraneous variables.

True experimental design

Designs that do not properly control for the effects of extraneous variables on the dependent variable.

Quasi-experimental design

A group of subjects in an experiment that is not exposed to a change in the independent variable.

Control group

The group that has been exposed to a change in the independent variable.

Experimental group

The extent to which the change in the dependent variable is actually due to the change in the independent variable.

Internal validity

The extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."

External validity

Experiments in which the independent variable is manipulated and measurements of the dependent variable are taken in a contrived, artificial setting.

Laboratory experiments

Experiments in which the independent variables are manipulated, and measurements of the dependent variable are made on test units in their natural setting.

Field experiments