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MM Unit 4
Marketing Information Research
Question | Answer |
---|---|
Questions that offer two or more choices as answers | Closed-ended questions |
Resources used to maintain information, including equipment and procedures, so that it can be used when needed | Data storage |
The process of summarizing, combining or comparing information so that decisions can be made | Data analysis |
Non essential purchases that satisfy consumers wants | Discretionary purchases |
Controlled situations in which all factors are the same except the one being studied | Experiments |
Provides an understanding of factors outside the organization | External information |
Small number of people brought together to discuss identified elements of an issue or problem | Focus group |
Information that goes into the system that is needed for decision making | Input |
Information developed from activities that occur within the organization | Internal information |
An organized method of collecting, storing, analyzing and retrieving information to improve the effectiveness and efficiency of marketing decisions | Marketing information systems (MKIS) |
A procedure to identify solutions to a specific marketing problem through the use of scientific problem solving | Marketing research |
The process of dividing a large group of consumers into subgroups based on specific characteristics and common needs | Market segmentation |
A way to collect information by recording actions without interacting or communicating with the participant | Observation |
Questions that allow respondents to develop their own answers without information about possible choices | Open-ended questions |
The result of analysis that is given to decision makers | Output |
All of the people in the group that a company is interested in studying | Population |
Information collected for the first time to solve the problem being studied | Primary data |
A procedure in which everyone in the population has an equal chance of being selected in a sample | Random sampling |
A small group selected from the population | Sample |
Information already collected for another purpose that can be used to solve the current problem | Secondary data |
Experiments where researchers create the situation to be studied | Simulations |
A planned set of questions to which individuals or groups of people respond | Survey |
A clearly defined segment of the market to which a business wants to appeal | Target market |
Specific cities or geographic areas in which marketing experiments are conducted | Test markets |