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Marketing Research
Term | Definition |
---|---|
marketing research | the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. |
marketing information system | a set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making management decisions |
observation method | a method of data in which the situation of interest is watched and the relevant facts, actions, or behaviors recorded. |
primary data | the information collected specifically for the purpose of the investigation at hand. |
quantitative research | research that uses numerical analysis. In essence, this approach reduces the data into numbers. |
qualitative research | data-gathering techniques that are focused on the significance 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 high reliability, it yields consistent results. |
secondary data | the statistics not gathered for the immediate study at hand but for some other purpose. |
validity | the degree to which the instrument measures what its supposed to measure. |
focus group | a personal interview conducted among a small number of individuals simultaneously the interview relies more on group discussion that on a series of directed questions to generate data. It is also called group in-depth review. |