Pieces of information collected directly by an individual or organization.

• Databa

• Focus

• Primary Data

• Social Trend

A group that includes a cross section of the entire population that is targeted.

• Marketing research

• Data

• Secondary data

• Representative sampling

Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.

• Qualitative data

• Market research

• Quantitative data

• Database

Facts and figures from which conclusions can be drawn.

• Qualitative data

• Market research

• Quantitative data

• Database

A group of people brought together to discuss a specific topic. Usually consist of 6-9 people

• Observation

• Interview

• Focus group

• Survey

A set of questions posed to a group of people to determine how that group thinks.

• Observation

• Interview

• Focus Group

• Survey

Information, statistics, or other type of data that already exists. Someone has already collected the information, but others can use it.

• Market research

• Primary data

• Variable

• Secondary data

A pattern of change in consumer behavior that leads to changes in the marketing mix. Often combines research on customers, competition, and possible opportunities.

• Primary

• Marketing trend

• Secondary data

• Focus group

The patterns of change in society as a whole. They often lead to changes in consumer behavior.

• Marketing trend

• Secondary Data

• Observation

• Social trend

Gathering, storing, and using customer data for marketing directly to customers based on their histories.

• Marketing information system

• Database marketing

• Quali

• Quantitative data