MKTG ch9 1/2

the process of planning, collecting, and analyzing data relevant to a marketing decision

• marketing research

• marketing research objective

• primary data

• survey research

determining what information is needed and how that information can be obtained efficiently and effectively

• marketing research problem

• marketing research objective

• research design

• survey research

the specific information needed to solve a marketing problem; the objective should be to provide insightful decision-making information

• marketing research objective

• marketing research problem

• management decision problem

• primary data

a broad-based problem that uses marketing research in order for managers to take proper actions

• management decision problem

• primary data

• secondary data

• research design

data previously collected for any purpose other than the one at hand

• secondary data

• primary data

• survey research

• marketing research

the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data

• big data

• primary data

• secondary data

• focus group

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

• research design

• survey research

• primary data

• open-ended questions

information that is collected for the first time; used for solving the particular problem under investigation

• primary data

• secondary data

• big data

• survey research

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

• survey research

• focus group

• observation research

• mail intercept interview

 a survey research method that involves interviewing people in the common areas of shopping malls

• mail intercept interview

• computer-assisted personal interviewing

• focus group

• survey research