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MP Chapter 7
Marketing Research: From Customer Insights to Actions
Term | Definition |
---|---|
marketing research | The process of collecting and analyzing information in order to recommend actions. |
measures of success | Criteria or standards used in evaluating proposed solutions to a problem. |
constraints | Restrictions placed on potential solutions to a problem. |
data | The facts and figures related to a problem. |
secondary data | Facts and figures that have already been recorded prior to the project at hand. |
primary data | Facts and figures that are newly collected for a project. |
observational data | Facts and figures obtained by watching, either mechanically or in person, how people behave. |
questionnaire data | Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. |
information technology | Involves operating computer networks that can store and process data. |
sales forecast | The total sales of a product that a firm expects to sell during a specified time period under specified conditions. |