Marketing - Englisch at Technische Hochschule Ingolstadt | Flashcards & Summaries

Lernmaterialien für Marketing - Englisch an der Technische Hochschule Ingolstadt

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

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

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

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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)

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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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  • 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?
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What is the difference between qualitative and quantitative research?

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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)

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Def. Marketing Research 

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

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Why would a marketing manager perform social media monitoring?


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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)

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What is data mining?

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

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Where can marketing manager obtain/get informations?

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Internal database (sale statistics)

Marketing intelligence (social media analytics)

Marketing research (customer observation study) S. 28

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What is marketing intellicence?

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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)

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What are useful internal data sources?

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

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What sources for secondary research do you know?

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

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What is secondary research? What is primary research?

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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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Q:

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

A:

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

Q:

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

A:

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)

Q:

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

A:
  • 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?
Q:

What is the difference between qualitative and quantitative research?

A:

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)

Q:

Def. Marketing Research 

A:

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

Mehr Karteikarten anzeigen
Q:

Why would a marketing manager perform social media monitoring?


A:

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)

Q:

What is data mining?

A:

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

Q:

Where can marketing manager obtain/get informations?

A:

Internal database (sale statistics)

Marketing intelligence (social media analytics)

Marketing research (customer observation study) S. 28

Q:

What is marketing intellicence?

A:

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)

Q:

What are useful internal data sources?

A:

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

Q:

What sources for secondary research do you know?

A:

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

Q:

What is secondary research? What is primary research?

A:

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)

Marketing - Englisch

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