Marketing Research

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Marketing Research strategies and processes to remember

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Process that determines relevant information and then gathers, sorts, analyses, stores and distributes relevant marketing information to system users

Marketing information system (MkIS)

A firms marketing information system (with four major sources of internal data, market intelligence data, marketing research and acquired databases)


A general research collected and sold to other firms

Syndicated research

Research conducted for a single firm to provide answers to specific questions

Custom research

Analysis and interactive software

Marketing decision support system (MDSS)

A process that analyses and identify unique patterns of behaviour among different customer groups

Data mining

Information about each customer databased

Customer acquisition

Big-spender customer targeted by specific offers

Customer retention and loyalty

Removing customers/groups who do not go along with the desired image

Customer abandonment

Focused promotional strategies

Market basket analysis