Chapter 8: Marketing Research: From Information To Action

Question 0

Secondary data

Answer 0

Facts and figures that have been recorded before the project at hand.

Question 1

Marketing research

Answer 1

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve in organizations marketing activities.

Question 2

Primary data

Answer 2

Facts and figures that I knew we collected for the project.

Question 3

Focus groups

Answer 3

Informal session of 6 to 10 customers – past, present, or perspective – in which a discussion leader, a moderator, asks there opinions about the firm and its competitors products.

Question 4

Depth interviews

Answer 4

Detailed, individual interviews with people relevant to research project.

Question 5

Experiment

Answer 5

Obtaining data by manipulating factors on your tightly controlled conditions to test cause-and-effect.

Question 6

Ethnographic research

Answer 6

Observational approach to discover settle emotional reactions as consumers and counterparts in their natural use environment.

Question 7

Sampling

Answer 7

The process of gathering data from subsets of the total population.

Question 8

Probability sampling

Answer 8

Using precise rules to select the sample such that each element of the population has a specific known chance of being selected.

Question 9

Nonprobability sampling

Answer 9

Using arbitrary judgments to select the sample so that the chance of selecting a particular element maybe unknown or zero.

Question 10

Data mining

Answer 10

The extraction of hidden predictive information from large databases.