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marketing research

vocabulary

TermDefinition
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
Created by: MHolland04082001
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