Ch 1: Marketing Research Flashcards
1
Q
AMA’s definition of marketing research
A
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
2
Q
purpose of marketing research
A
market research links consumers to the marketer and turns data into information
3
Q
client side research
A
research that is conducted within an organization
4
Q
supply side research
A
research conducted by an outside firm to fulfill a company’s marketing research needs
5
Q
marketing research
A
the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
6
Q
marketing strategy
A
business plan that aims to convince customers to buy a product or service
