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Marketing Research
Marketing Research Key Terminology
| Question | Answer |
|---|---|
| The process and methods used to gather information, analyze it, and report findings related to marketing goods and services. | marketing research |
| A set of procedures and methods that regularly generates, stores, analyzes, and distributes information for making marketing and other business decisions. | marketing information system |
| Also known as customer relationship management (CRM); a process of designing, creating, and managing customer lists. | database marketing |
| A collection of related information about a specific topic. | database |
| Marketing research that answers questions that begin with “how many” or “how much.” | quantitative research |
| Marketing research that focuses on smaller numbers of people and tries to answer questions that begin with “why” or “how.” | qualitative research |
| Also known as opinion research; designed to obtain information on how people feel about certain products, services, companies, or ideas. | attitude research |
| Also known as market research; concerned with the size and location of a market, the competition, and segmentation within the market for a particular product. | market intelligence |
| Also known as advertising research; focuses on issues of media effectiveness, selection, frequency, and ratings. | media research |
| Research that centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products. | product research |
| Gather information on products utilized by businesses and manufacturing firms. | industrial satisfaction survey |
| provide data for businesses interested in attitudes toward existing products and services. | customer satisfaction survey |
| Occurs when a business clearly identifies a problem and what is needed to solve it. | problem definition |
| Data obtained for the first time and used specifically for the particular problem or issue under study. | primary data |
| Data already collected for some purpose other than the current study. | secondary data |
| A research technique in which information is gathered from people through the use of surveys and questionnaires. | survey method |
| Part of a target population that represents the entire population. | sample |
| A research technique in which the actions of people are watched and recorded, either by cameras or by observers. | observation method |
| Powerful form of research that combines natural observation with personal interviews to explain buying behavior. | point-of-sale research |
| A research technique in which a researcher observes the results of changing one or more marketing variables while keeping all the other variables constant under controlled conditions. | experimental method |
| involves questioning people face-to-face, can be conducted in homes, offices, or central locations. | interview method |
| The process of compiling, analyzing, and interpreting the results of primary and secondary data collection. | data analysis |
| When the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective. | validity |
| When a research technique produces nearly identical results in repeated trials; the trait of being dependable. | reliability |
| A question that asks respondents to choose an answer from possibilities given on a questionnaire. | forced-choice question |
| A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response. | open-ended question |
Created by:
mwaldri1