are criteria or standards used in evaluating proposed solutions to the problem. Ex) PLAY TIME WITH LEGOS

are, in a decision, the restrictions placed on potential solutions to a problem.

are the facts and figures obtained by watching how people actually behave, using mechanical, personal, or neuromarketing data collection methods.

hired by a company to pretend to be a regular customer so the company can evaluate its customer service and shopping experience.

observe people in their natural environment to understand their behaviors, habits, and culture.

Technologies used to study the brain

are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors

Used in small geographies to evaluate marketing actions

discuss a product, service, or advertisement while a researcher asks questions and gathers their opinions.

IT (information technology)

includes all of the computing resources that collect, store, and analyze data.

is the practice of examining large databases to find statistical relationships between consumer purchasing patterns and marketing actions

consists of the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.

are the facts and figures that have already been recorded prior to the project at hand.

Advantages and disadvantages of secondary data

Advantages •Time savings. • Inexpensive. Disadvantages • Out of date. • Definitions/categories not right. • Not specific enough.

Primary data Advantages and disadvantages

Advantages: • More flexible and specific to the problem under study. Disadvantages: • are costly and time-consuming.

are the facts and figures that are newly collected for the project.

Step 1 (market research process)

Define the problem • Set research objectives • Identify possible marketing actions

Step 2 (market research process)

Develop the research plan •Specify constraints •identify data needed for marketing actions •Determine how to collect data

Step 3 (market research process)

Collect relevant information •Obtain secondary data •obtain primary data

Step 4 (market research process)

Develop findings •analyze the data •present the findings

Step 5 (market research process)

Take marketing actions •Make action recommendations •Implementation recommendations •Evaluate Results

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marketing chapter 8

Term	Definition
measures of success	are criteria or standards used in evaluating proposed solutions to the problem. Ex) PLAY TIME WITH LEGOS
constraints	are, in a decision, the restrictions placed on potential solutions to a problem.
observational data	are the facts and figures obtained by watching how people actually behave, using mechanical, personal, or neuromarketing data collection methods.
mystery shopper	hired by a company to pretend to be a regular customer so the company can evaluate its customer service and shopping experience.
ethnographic	observe people in their natural environment to understand their behaviors, habits, and culture.
neuromarketing	Technologies used to study the brain
questionnaire data	are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors
Test markets	Used in small geographies to evaluate marketing actions
focus groups	discuss a product, service, or advertisement while a researcher asks questions and gathers their opinions.
IT (information technology)	includes all of the computing resources that collect, store, and analyze data.
data mining	is the practice of examining large databases to find statistical relationships between consumer purchasing patterns and marketing actions
sales forecast	consists of the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.
secondary data	are the facts and figures that have already been recorded prior to the project at hand.
Advantages and disadvantages of secondary data	Advantages •Time savings. • Inexpensive. Disadvantages • Out of date. • Definitions/categories not right. • Not specific enough.
Primary data Advantages and disadvantages	Advantages: • More flexible and specific to the problem under study. Disadvantages: • are costly and time-consuming.
primary data	are the facts and figures that are newly collected for the project.
Step 1 (market research process)	Define the problem • Set research objectives • Identify possible marketing actions
Step 2 (market research process)	Develop the research plan •Specify constraints •identify data needed for marketing actions •Determine how to collect data
Step 3 (market research process)	Collect relevant information •Obtain secondary data •obtain primary data
Step 4 (market research process)	Develop findings •analyze the data •present the findings
Step 5 (market research process)	Take marketing actions •Make action recommendations •Implementation recommendations •Evaluate Results

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