click below
click below
Normal Size Small Size show me how
marketing research
Term | Definition |
---|---|
Marketing Research | Systematic gathering, recording, and analyzing of data about issues relating to marketing produces 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 information. |
Observation Method | Method of data collection in which the situation of interest is watched and the relevant facts, action, or behavior recorded. |
Primary Data | Information collected specifically for the purpose of the 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 observance 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 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 | The 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. |