Term
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Definition
| is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action |
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Term
| five steps to marketing research |
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Definition
1) define the problem
2) develop research plan
3) Collect relevant info by specifying
4) develop findings
5) take marketing actions |
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Term
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Definition
observation is more in depth
provides ideas about vague problems |
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Term
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Definition
survery
trying to find the frequency that something occurs
is the majority of research |
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Term
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Definition
| expirements and tests in controlled environment |
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Term
| determine problem or identify opportunity |
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Definition
set research objectives
identify possible marketing actions based on measure of success
-most important step |
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Term
| steps involved in developing the research plan |
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Definition
1) specify constraints
2) identify data needed for marketing decisions
3) determining how to collect data |
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Term
| three constraints of market research |
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Definition
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Term
| two kinds of data that you can collect for relevant information |
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Definition
primary- facts collected for project
secondary- facts and figures collected by someone else |
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Term
| advantages of secondary data |
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Definition
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Term
| disadvantages of secondary data |
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Definition
1) outdated
2) the definitions or categories may not be quite right for your project
3) may not be specific enough |
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Term
| two ways to get primary data |
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Definition
observing people
asking them questions |
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Term
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Definition
| watching how people actually behave |
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Term
| two techniques for questioning consumers |
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Definition
1)idea generation methods- coming up with ideas
2)Idea evaluation methods- testing an idea |
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Term
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Definition
| is a sample of consumers or stores from which researchers take a series of measurements. |
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Term
| advantages of primary data |
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Definition
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Term
| disadvantages of primary data |
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Definition
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Term
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Definition
| is the extraction of hidden predictive information from large databases |
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