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Marketing Research

Vocab.

TermDefinition
Marketing Research systematic gathering,recording, and analysis of data about issues relating to marketing products and services.
Marketing Information System set of procedures and methods for regular, planned collection, analysis, and presentation of information for use in making management decisions
Observation Method method of data collection in which the situation of interest is watched and the relevant facts,actions,or behaviors recorded
Primary Data information collected specifically for the purpose of the investigation at hand
Quantitative Research uses numberical analysis
Qualitative Research data-gathering techniques that are focused on the significance of observations made in a study
Reliability determines how consistently an instrument yields similar results under any condition
Secondary Data statistics not gathered for immediate study at hand
Validity degree to which the instrument measures what is supposed to be measured
Focus Group Personal interview conducted among a small # of individuals relies on more of a group discussion rather than questions to gather data
Created by: haleycnakins714
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