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11 Cards in this Set
- Front
- Back
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The process of planning, collecting, and analyzing data relevant to a marketing decision |
Marketing research |
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Information that is collected for the first time;used for solving the particular problem under investigation |
Primary data |
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Data previously collected for any purpose other than the one at hand |
Secondary data |
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A sample in which every element in the population has a known statistical likelihood of being selected |
Probability sample |
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Any sample in which little or no attempt is made to get a representative cross section of the population |
Non-probability sample |
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The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes |
Survey research |
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A research method that relies on four types of observation: people watching, people watching an activity, machines watching people, and machines watching an activity |
Observation research |
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A method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable |
Experiment |
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Gathering and presenting factual statements |
Descriptive(role) |
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Explaining data, such as determining the impact on sales of a change in the design of the package |
Diagnostic(role) |
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To address “what if” questions |
Predictive(role) |
