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8th unit2
| Term | Definition |
|---|---|
| Awareness | The proportion of people who are familiar with a product, brand name or trademark |
| Marketing research | The planning, collection, and analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management. |
| Census | A sample consisting of the entire population. |
| Closed-end question | Questions that ask the respondent to choose from a limited number of pre-listed answers |
| Data processing | Organization of data for the purpose of producing desired information; involves recording, classifying, sorting, summarizing, calculating, disseminating and storing data |
| Focus group | A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator. |
| Market segmentation | The process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables. |
| Open-ended question | A question that has no prelisted answers, which requires the respondent to answer is his or her own words |
| Primary research | Conducting research to collect new data to solve a marketing information need. |
| Secondary research | Analyzing information from previously conducted research projects. |
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Marketing478
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