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marketing 2

unit 2 vocab

TermDefinition
Awareness The proportion of people who are familiar with a product, brand name or trademark.
Marketing research The planning, collection, and analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management.
Census A sample consisting of the entire population
Closed-end question Questions that ask the respondent to choose from a limited number of pre-listed answers.
Data processing Organization of data for the purpose of producing desired information; involves recording, classifying, sorting, summarizing, calculating, disseminating and storing data
Focus group A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator.
Market segmentation The process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables.
Open-ended question The process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables.
Primary research Analyzing information from previously conducted research projects.
Secondary research Analyzing information from previously conducted research projects.
Created by: marketing19872
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