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Marketing Research
Term | Definition |
---|---|
Marketing Research | the systematic gathering, recording, and analysis of data about issues relating to marketing products and services |
Marketing Information System | a set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making management decisions |
Observation Method | a method of data collection in which the situation of interest is watched and the relevant facts, or behaviors are recorded |
Primary Data | the information collected specifically for the purpose of investigation at hand |
Quantitative Research | research that uses numerical analysis. In essence, this approach reduces the data into numbers |
Qualitative Research | Data- gathering techniques that are focused on the significance of observations made in a study rather than the raw numbers themselves |
Reliability | determines how consistently an instrument yields similar results under varying conditions. If a measure has a high reliability, it yields consistent results |
Secondary Data | the statistics not gathered for the immediate study at hand, but for some other purpose |
Validity | the degree to which the instrument measures what it's supposed to measure |
Focus Group | A personal interview conducted among a small number of individuals simultaneously the interview relies more on group discussion than on a series of directed questions to generate data. It is also called group in-depth interview |