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marketing research
vocabulary
Term | Definition |
---|---|
marketing research | systematic gathering of data regarding a product or service |
marketing information system | procedures and methods for making management decisions |
observation method | data in which the interest is watched and the facts, actions, and behaviors are recorded |
primary data | information collected for the purpose of the investigation at hand |
quantitative research | reduces data into numbers |
qualitative research | significance of observations made in a study rather than numbers |
reliabilty | how consistently an instrument yields similar results |
secondary data | statistics not gathered for the immediate study at hand |
validity | the instrument measures what it is supposed to measure |
focus group | a personal interview conducted in a small group of people and relies on group discussion |