Marketing research Flashcards
What does ad hoc mean in Latin
For this purpose
What is ad hoc also referred to as?
Tailor made
Who carries out Ad hoc research?
A marketing research company
What is off the peg research?
Ready made, readily available
Data collected continuously by specially marketing research agencies, who then look for customers
e.g. Passport
What is off the peg research also referred to as?
Continuous/ syndicate research
What will the discussion leader in a focus group do to start the conversation off?
Play devils advocate
At what level is the consumer treated in quantitative research?
Aggregate - make assumptions and characterise
At what level is the consumer treated in qualitative research?
Individual level
How structured is quantitative and qualitative data ?
Quantitative data - highly structured - must collect data in the exact same way
Qualitative - unstructured - getting more of a feel, do not need aggregate data
What is secondary/ desk research also referred to as?
Off the peg
