18. Glossary Flashcards
market research
Definition
market research: the process of collecting, recording and analysing data about customers, competitors and the market.
Primary research
Definition
the collection of first-hand data that is directly related to the needs of the business.
Secondary research
Definition
the use of existing data that was originally collected for another purpose.
Quantitative data
Definition
numerical results from research that can be statistically analysed.
Sampling
Definition
the process of selecting a group of respondents from a larger population.
Qualitative data
Definition
non-numerical data, which provides insight into the detailed motivations of consumers and helps to explain their buying behaviour or opinions.
Sample
Definition
group of people taking part in a market research survey selected to be representative of the overall target market.
Sampling bias
Definition
when a sample is not a good representation of the whole population, because it is chosen in ways which give some people a greater chance of being selected.
Coding
Definition
the process of labelling and organising qualitative data to identify the main themes and the links between them.
