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Marketing Research
Term | Definition |
---|---|
Marketing Research | The systematic gathering, recording, and analysis of data about issues relating to market products and services |
Marketing Information System | A set of regular procedures and methods for the regular, planned collection, analysis, and presentation of information for use in management decisions |
Observation Method | A method in data collection in which the situation of data is watched, and the relevant facts, actions, or behavior is recorded |
Primary Data | The information collected specially for the purpose of investigation at hand |
Quantitative Research | Research that uses numerical analysis. |
Qualitative Research | Data-gathering techniques that are focused on the significant of the observations made in a study rather than the raw numbers themselves |
Reliability | Determines how consistently an instrument yields similar results under varying conditions. If a measure has a high reliability, it yields consistent results |
Secondary Data | The statistics not gathering for the immediate study at hand but for some other purpose |
Validity | The degree to which the instrument measures what its suppose to measure |
Focus Group | A Personal interview conducted among a small number of individuals simultaneously the interview relies more on a group discussion than on a series of direct questions to generate data |