Market Research Terms

Systematic process of planning, collecting, analyzing, and communicating information that is relevant to making better marketing decisions.

• Marketing Information System
• Marketing Research
• Marketing Research Process
• Observation

Define problem, determine research type, determine approach/collect data, analyze results, make recommendations.

• Market Research
• Marketing Information System
• Marketing Research Process
• Observation

Type of research to Identify problems or hypotheses/discover insights and ideas.

• Exploratory Research
• Descriptive Research
• Quantitative Research
• Qualitative Research

Type of research used to describe market functions, conditions, or characteristics.

• Descriptive Research
• Causal Research
• Exploratory Research
• Survey Research

Type of research that identifies cause-and-effect relationships.

• Causal Research
• Descriptive Research
• Marketing Research
• Exploratory Research

Information collected for the first time to solve the problem being studied.

• Causal Information
• Primary Data
• Secondary Data
• External Data

Information already collected for another purpose that can be used to solve the current problem.

• Causal Information
• Primary Data
• Secondary Data
• External Data

Seeks structured responses for calculation purposes.

• Quantitative Research
• Qualitative Research
• Survey
• Observation

Means of systematically acquiring information from individuals by communicating directly with them. Can be administered in person, by mail, or over the phone.

• Survey Research
• Qualitative Research
• Quantitative Research
• Observational Research

In-person data collection procedure in which the interviewer meets with five to ten persons at the same time.

• Focus Group
• Survey
• Panel
• Simulation