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Bus 421 - Research


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a business philosophy based on consumer orientation, goal orientation, and systems orientation
Marketing concept
a focus on the accomplishment of corporate goals; a limit set on consumer orientation
goal orientation
the creation of systems to monitor the external environment and deliver the desired marketing mix to the target market
systems orientation
the unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market
Marketing mix
the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management
Marketing research
the gathering and presentation of statements of fact
Descriptive function
the explanation of data or actions
Diagnostic function
specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision
Predictive function
management objective based on the principles that (1) the quality being delivered is at a level desired by the target market and (2) that level of quality must have a positive impact on profitability
Return on quality
a plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment
Marketing strategy
research aimed at solving a specific, pragmatic problem – better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making
Applied research
research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem
Basic research
research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies
Programmatic research
research used to test decision alternatives
Selective research

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