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Unit 2 (marketing)

QuestionAnswer
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 to produce 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 is 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 A question that has no listed answers, which requires the respondent to answer in his or her own words.
Primary research Researching to collect new data to solve a marketing information need.
Secondary research Analyzing information from previously conducted research projects.
Created by: sophie.dieye
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