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Question | Answer |
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marketing Research | Marketing research is the systematic 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, actions, or behaviors recorded. |
Primary Data | The 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 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 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. |