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Marketing Research
Marketing Research Vocab
Term | Definition |
---|---|
Marketing Research | systematic gathering, recording, and analysis of data about issues relating to marketing products and services |
Marketing Information System | set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making management decisions |
Observation Method | method of data collection in which the situation of interest is watched and the relevant facts, actions, behaviors recorded |
Quantitative Research | research that uses numerical analysis. this approach reduces the data into numbers |
Primary Data | the information collected specifically for the purpose of investigation at hand |
Qualitative Research | data-gathering techniques that are focused on the significance of observations made in a study rather than raw numbers themselves |
Reliability | determines how consistently an instrument yields similar results under varying conditions. If 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 purposes |
Validity | the degree to which an instrument measures what its supposed to measure |
Focus Group | the personal interview conducted among a small number of individuals simultaneously the interview relies on more than one group discussion than on a series of directed questions to generate data also called group in-depth interview |