SEM Chapter 6 Vocab

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Market research

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Systematic collection, analysis, and presentation of data related to marketing goods and services.

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Secondary research

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Published data collected for another purpose.

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Primary research

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Original research for a specific marketing situation.

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Observation method

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Research technique that involves watching actual behavior and recording it.

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Census

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Study that counts everyone in the research population.

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Sample:

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A representative group of a study's population.

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Direct channel

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Path a product takes without intermediaries between producer and consumer.

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Direct marketing

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Marketing activities to sell products directly to customers using a customer database.

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Indirect channel

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Path a product takes using intermediaries between producer and consumer.

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Multiple channels:

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Path a product takes, direct or indirect, between producer and consumer.