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Chapter One and Two

Nature and Planning of Market Research

TermDefinition
Secondary Market Research Sales records, customer databases, past market research reports
Big Data Fine grained complete documentation of some types of customer behavior.
Customer Visits Used to scan the environment and generate options
Focus Groups Exploring, defining, and generating options
Survey Research Provide a quantitative approach to asking questions of customers. (Interviews provide qualitative approach)
Experiments Test which, among a small number of treatments, stimulates the greatest response. (Highly specific in their contribution to decision making.
Conjoint Analysis Build a model of how a customer makes a choice among various product offerings and thus to identify and quantify choice drivers.
Created by: gdiggity87
 

 



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