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MP Chapter 7

Marketing Research: From Customer Insights to Actions

TermDefinition
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.
Created by: mariwalsh
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