Chapter Five Flashcards
Marketing Research
the process of planning, collecting, and analyzing data relevant to a marketing decision
Marketing research objective
specific statement about the info needed to solve the research question
Research Design
a plan that specifies how to answer a research question and achieve the research objectives by laying out the research tools and techniques necessary to collect and analyze data
exploratory research
an informal discovery process that attempts to gain insights and a better understanding of the management and research problems
conclusive research
a more specific type of research that attempts to provide clarity to a decision maker by identifying specific courses of action
casual research
a type of conclusive research that focuses on the cause and effect of two variables and attempts to find some correlation between them
Secondary data
data previously collected for any purpose other than the one at hand
primary data
info that is collected for the first time and is used for solving the particular problem under investigation
depth interview
an interview that involves a discussion between a well trained researcher and a respondent who is asked about attitudes and perspectives on a topic
focus group
a small group of recruited participants engaged in a non structured discussion in a casual environment
survey research
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
open ended question
an interview question that encourages an answer phrased in the respondents own words
observation research
watching people or phenomena in a controlled manner, through either human or machine methods
