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14 Cards in this Set
- Front
- Back
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Market research |
This is the process of collecting, recording and analysing data about customers, competitors and the market |
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Primary research |
The collection of first-hand data that is directly related to a firm's needs |
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Secondary research |
The collection of data from second-hand sources |
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Qualitative research |
Research into the in-depth motivations behind consumer buying behaviour or opinions |
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Quantitative research |
Research that leads to numerical results that can be statistically analysed |
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Focus groups |
A group of people who are asked about their attitude towards a product, service, advertisement, or new style of packaging |
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Sample |
The group of people taking part in a market research survey, selected to be representative of the overall target market |
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Random sampling |
Every member of a target population has an equal chance of being selected |
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Systematic sampling |
Every 'nth item in the target market is selected for sampling |
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Stratified sampling |
Draws a sample from a specified sub-group or segment of the population and uses random sampling to select an appropriate number from each stratum |
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Quota sampling |
When the population has been stratified and the interviewer selects an appropriate number of respondents from each stratum |
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Cluster sampling |
Using one or a number of specific groups to draw samples from and not selecting from the whole population, eg using one town or region |
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Open questions |
Those that invite a wide-ranging or imaginative response - the results will be difficult to present numerically |
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Closed questions |
Questions to which a limited number of pre-set answers is offered |
