market research Flashcards
1
Q
what is meant by market research?
A
gathering , collation and analysis of data
2
Q
what is meant by primary research?
A
original
- field research
- questionnaires
- focus groups
3
Q
what is meant by secondary research?
A
already published
- internet- mintel
- books
4
Q
problems with market research
A
- human nature
- bias in sampling
- external influences
5
Q
random sampling
A
-names picked at random from list
-everyone has an equal chance
+ can phone multiple times
-time consuming
6
Q
quota sampling
A
-non random
-researcher given specific characteristics
+represents the actual market
-doesn’t represent country as a whole
