Marketing - Englisch at Technische Hochschule Ingolstadt

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Study with flashcards and summaries for the course Marketing - Englisch at the Technische Hochschule Ingolstadt

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What methods to collect data for qualitative research do you know?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What is big data? What are the characteristics of big data?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What research questions would a marketing manager like to get answered? What would he/she be interested in, thinking of marketing information? Formulate examples.

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Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What is the difference between qualitative and quantitative research?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

Def. Marketing Research 

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

Why would a marketing manager perform social media monitoring?


Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What is data mining?

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Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

Where can marketing manager obtain/get informations?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What is marketing intellicence?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What are useful internal data sources?

Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

What sources for secondary research do you know?

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What is secondary research? What is primary research?

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Exemplary flashcards for Marketing - Englisch at the Technische Hochschule Ingolstadt on StudySmarter:

Marketing - Englisch

What methods to collect data for qualitative research do you know?

Direct: Focus Groups, Depth Interviews
Indirect: Observation, Projective techniques (p.80)

Marketing - Englisch

What is big data? What are the characteristics of big data?

Big Data in comparison is an extension of the classic approach to Business/Marketing
Intelligence as it is processing also semi- or unstructured data.
Characteristics: Volume, velocity, variety, variability, complexity (p.29)

Marketing - Englisch

What research questions would a marketing manager like to get answered? What would he/she be interested in, thinking of marketing information? Formulate examples.

  • What are the needs of my target customers? What benefits do they expect? 
  • Which price are they willing to pay?  
  • Do the products/services I offer fulfill customer needs? 
  • How do target customers view and connect to competitive products/services?  
  • What is the potential for a new product?

Marketing - Englisch

What is the difference between qualitative and quantitative research?

Qualitative: conducted with experts using an unstructured or semi-structured
research approach to produce non-quantifiable insights into motivation, behavior
and attitudes
Quantitative: research with larger samples using a standardized research approach to
produce quantifiable, statistically reliable results (p.79)

Marketing - Englisch

Def. Marketing Research 

Is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Marketing - Englisch

Why would a marketing manager perform social media monitoring?


Can be a rich source for data: analyze relevant consumer information, gives insights
to consumer perceptions and preferences regarding the problem at hand, go through
discussion threads, latest information (real-time), increases in importance since it is
the true voice of the customer (p.31)

Marketing - Englisch

What is data mining?

Is the process of exploring potentially useful patterns, rules and dependencies to
predict behavior or classify customers. (p.28)

Marketing - Englisch

Where can marketing manager obtain/get informations?

Internal database (sale statistics)

Marketing intelligence (social media analytics)

Marketing research (customer observation study) S. 28

Marketing - Englisch

What is marketing intellicence?

Is the systematic collection and analysis of internal and external available
information about consumers, competitors and developments in the marketing
environment, using primarily structured data (p.28)

Marketing - Englisch

What are useful internal data sources?

See above + sales by product line, sales by department, sales by geographical
region,…

Marketing - Englisch

What sources for secondary research do you know?

Internal: customer databases, data warehouse/data mining, CRM and Database
Marketing
External: Business / Non-Government, Government, Syndicated Services (p.58)

Marketing - Englisch

What is secondary research? What is primary research?

Secondary research: already existing data, gathered for purposes other than the
problem at hand
Primary research: data specifically collected for the purpose of the investigation at
hand (p.57)

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Buchführung Bilanzierung Jahresabschluss

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