MKT 500 Chapter Notes - Chapter 4: Environics, People Meter, Customer Switching
Document Summary
Chapter 4 using secondary data and online information databases. Primary data: information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data: information previously gathered by someone other than the researcher and/or for some purpose other than the research project at hand: used for forecast size of market, evaluate market performance. Demographic and psychographic groups: identified as market segments, in that they tend to make similar purchases, have. Mkt500 market research similar attitudes, and have similar media habits. Internal secondary data: data that have been collected within the firm, including sales records, purchase requisitions, and invoices: part of the internal reports system of a firm"s marketing information system (mis) Database marketing: process of building, maintaining, and using consumer (internal) databases and other (internal) databases (products, suppliers, resellers) for the purpose of contacting, transacting, and building relationships. Database: collection of data and information describing items of interest.
