Remaining Chapter 6 Notes

Big Data

Extremely large amounts of information created and collected every day.

Volume (in Big Data)

The amount of data.

Velocity (in Big Data)

How quickly data is created and collected.

Variety (in Big Data)

The different types and sources of data.

Marketing Information

Information about customers, markets, and competitors.

Marketing Information System (MIS)

A system that collects, analyzes, and reports information for marketing decisions.

External Data

Data that comes from outside the organization.

Internal Data

Data that already exists within the company’s own databases.

Database

A collection of related information, used for decision-making.

Competitive Intelligence

The collection and analysis of information about competitors and the marketplace.

Ethical Marketing Research

Research that protects participants and presents information honestly.

Deceptive Research Practices

Practices that mislead participants or misuse research information.

Sugging

Selling under the guise of research.

Privacy (in research)

Protecting participants’ personal information from misuse.

Confidential Data

Identifying information that the researcher promises not to share.

Anonymous Data

Data that does not include identifying information.

Breach of Confidentiality

When researchers misuse or improperly share participants’ information.

LEGO Case Study

Research to understand gender stereotypes in children's play with LEGO products.