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23 Cards in this Set

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marketing research
Involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services.
marketing information system
A set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions.
database marketing
A process of designing, creating, and managing customer lists.
database
A collection of related information about a specific topic.
quantitative research
Answers questions that start with "how many" or "how much."
Qualitative Research
Focuses on smaller numbers of people and tries to answer questions about "why" or "how."
Attitude Research
Designed to obtain information on how people feel about certain products, services, companies, or ideas.
Market intelligence
Concerned with the size and location of a market, the competition, and the segmentation within the market for a particular product or service.
media research
Focuses on issues of media effectiveness, selection, frequency, and ratings.
product research
Centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products.
problem definition
Occurs when a business clearly identifies a problem and what is needed to solve it.
primary data
Data obtained for the first time and used specifically for the particular problem or issue under study.
secondary data
Data that has already been collected for some purpose other than the current study.
survey method
A research technique in which information is gathered from people through the use of surveys or questionnaires.
sample
A part of the target population that represents it accurately.
observation method
A research technique in which the actions of people are watched and recorded either by cameras or by observers.
point-of-sale research
A powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior.
experimental method
A research technique in which a researcher observes the results of changing one or more marketing variables while keeping other variables constant under controlled conditions.
data analysis
The process of compiling, analyzing, and interpreting the results of primary and secondary data collection.
validity
A question contains this when the question asked measures what was intended to be measured.
reliability
Exists when a research technique produces nearly identical results in repeated trials.
Open-ended questions
Ask respondents to construct their own response to a question.
Forced-choice questions
Ask respondents to choose answers from possibilities given on a questionnaire.