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Marketing Research
Term | Definition |
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Marketing Research | the systematic gathering, recording, and issues related to marketing products and services |
Marketing Information System | a set of procedures and methods for the regular, planned, collection, analysis, and presentation of the information for use in the making management decisions |
Observation Method | a method of data collection 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 (this approach reduces the data into numbers) |
Qualitative Research | data-gathering techniques that are focused on the significance of 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 gathered for the immediate study at hand but for some other purpose |
Validity | the degree which the instrument measures what it's supposed to measure |
Focus Group | a personal interview conducted among a small number of individuals simultaneously the interview relies more on group discussion than on a series of directed questions to generate data (also called group in-depth interview) |