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Chapter 5 "Marketing-Information Management"

Horizontales
Repeat customers who are completely loyal to the company's products and services
Research used when the business is aware of the problem that needs to be solved
Staff researchers work with external research agencies
Reports of other completed research are used to help define the problem
A small data file that is placed on the hard drive of a web site visitor that collects and reports data on the visitor. Something good to eat!
The use of powerful computers to "dig up" data needed to make decisions
Research conducted to gather data and identify solutions to marketing problems; a problem-solving tool that helps focus decision making
Verticales
Conducted when a business is unaware of the exact problem
Research conducted by an independent company and then offered for sale to everyone in an industry
Measures the effectiveness of an Internet ad by dividing the number of times an ad is clicked on by the number of times an ad is shown
A small number representative of the larger group
Survey's of people's opinions
Research used to determine cause-and-effect relationships when the problem is already clearly defined
The range of prices charged for a category of merchandise