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Marketing Essentials - Ch 29

Terms in this set (13)

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
Have 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 all the 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 questionnaire has this when the questions asked measure 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.
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