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Marketing research

Vocabulary

TermDefinition
Marketing Research Is the systemic 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 the use in marketing management decisions.
Observation Method A method of data collections 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 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 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 than on a series directed questions to generated data. It is also called group in-depth interview.
Created by: Andrecupcake
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