Chapter 26 (Market research) Flashcards
Academic journals
Publications from educational institutions that publish data about a particular academic discipline
Ad-hoc market research
Market research conducted for a specific problem (one-off)
Continuous market research
Market research conducted on an ongoing basis
Convenience sampling
Includes participants who are easy to reach
Focus groups
Small discussion groups to gain insight into attitudes and behavior of participants who share similar characteristics
Government publications
Used in secondary research that is released from government entities
Interviews
Discussions between an interviewer and interviewee (one-on-one)
Market analysis
Secondary market research that reveals characteristics and trends about a product or industry
Market research
marketing activity used to identify and anticipate wants and needs of customers (in a profitable way)
Media articles
secondary market research that uses documents in print or online
Observations
Primary research that involves watching behaviors of people in different situations
Online secondary market research
Any sources available on the internet
Population
Customers of a particular market
Primary market research
Gathering new data (surveys, interviews, focus groups, observations)
Qualitative market research
Non-numerical data (behavior, opinions)
Quantitative market research
Numerical data
Quota sampling
A certain number of people from different market segments (characteristics)
Random sampling
Giving everyone an equal chance of being selected
Sample
A selected group of a population for primary marketing research
Sampling
Technique that selects a sample
Sampling errors
Unrepresentative sample, small sample size
Secondary market research
Gathering second-hand data (market analysis, academic journals, government publications, media articles, online)
Survey
Document that includes questions to collect data
