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10 Cards in this Set
- Front
- Back
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Awareness |
The proportion of people who are familiar with a product, brand name or trademark. |
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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. |
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Census |
A sample consisting of the entire population |
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Closed-end question |
Questions that ask the respondent to choose from a limited number of pre-listed answers. |
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Data processing |
Organization of data for the purpose of producing desired information; involves recording, classifying, sorting, summarizing, calculating, disseminating and storing data. |
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Focus group |
A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator. |
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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. |
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Open-ended question |
A question that has no prelisted answers, which requires the respondent to answer is his or her own words. |
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Primary research |
Conducting research to collect new data to solve a marketing information need. |
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Secondary research |
Analyzing information from previously conducted research projects. |
