topic 9 key words

Question 1

Closed question

Answer 1

A question format that limits respondents’ answers, for example to ‘yes’ or ‘no’.

Question 2

External secondary
data

Answer 2

Data published by organisations such as commercial research companies (eg Mintel International Group Ltd and Savanta), which
providers use for their own research

Question 3

Focus group

Answer 3

A small group of customers or potential customers brought together by the market research company or by the provider itself to discuss how they feel about a particular product, market or service.

Question 4

Internal secondary
data

Answer 4

Data produced by the provider that was once primary data, eg surveys carried out or financial statements prepared.

Question 5

Marketing mix

Answer 5

The combination of factors that attracts and retains customers, eg supplying the right product at the right price and promoting it
effectively. Sometimes summarised as the 4Ps or 7Ps.

Question 6

Mystery shopping

Answer 6

Using researchers to pose as customers, either in person or via telephone or electronic media, to check the quality of service that a
business provides.

Question 7

Open-ended
questions

Answer 7

Questions that cannot be answered with just ‘yes’ or ‘no’, designed to get the respondent to open up about their thoughts and feelings.

Question 8

Qualitative research

Answer 8

Research based on gathering and analysing people’s feelings and opinions.

Question 9

Quantitative research

Answer 9

Research based on gathering and analysing statistics.

Question 10

Telematics
technology

Answer 10

Black Box insurance