Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
MP Unit 2 MR
MR QA #2
| Term | Definition |
|---|---|
| Marketing research | involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services |
| attitude or opinion research | used to collect data about how people FEEL about their products, services, or ideas Often using surveys |
| market intelligence | used to gather information about an existing or potential market or industry. Can also include sales forecasting (estimate of future sales of a product) |
| media research | used to determine the effectiveness of the various media to advertise a good or service. Often related to studying commercials and other advertising methods |
| product research | used to gather information about a product's design or packaging and usage |
| defining the problem | the step in the marketing research process in which the problem or research issue is identified and goals are set to solve the problem |
| obtaining data (collecting) | the step in the marketing research process in which researchers gather data from primary and secondary sources |
| analyzing data | the step in the marketing research process in which researchers compile, analyze, and interpret the data |
| recommending solutions | the step in the marketing research process when researchers come up with potential solutions to the problem and present them in a report |
| applying the results or putting them into action | the final step in the marketing research process in which the results are put into action |
| primary data | are data obtained (collected) for the first time and used specifically for the problem or issue under study |
| secondary data | data that has already been collected for some purpose other than the current study |
| survey method | a type of research technique that gathers information from people directly through the use of interviews or questionnaires |
| forced choice questions | questions that are either two-choice, multiple choice, or rating or ranking . For Example - usually multiple choice or Yes, No, can't just put in your own answers |
| open ended questions | questions that allow the person to answer any way chose and give their own opinions. For example, "do you have any suggestions?" |
| Point of sale research | is a powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior. Usually at a cash register or in a store. |
| experimental method | research method in which a researcher observes results of changing one or more marketing variables. |
| sample | the group of people who represent the target market and are taking part in a research study |
| focus group | a small group of consumers asked to test a possible product. An example might be taste testing a new cereal or ice cream flavor |
| marketing information system | where research data is stored and used for future decisions, reports, and understanding of a company's customers. |
| validity | When survey questions measure what was intended to be measured |
| TRUE | secondary data is cheaper and takes less time to gather than primary data because it has already been collected |
| FALSE | Marketing research is used to persuade, remind and inform customers about a product |
| personal interviews | research that is done face to face with a customer asking them a series of questions |
Created by:
janice ritchey
Popular Marketing sets