Marketing Research Review

Pieces of information collected directly by an individual or organization.

• Databa

• Focus

• Primary Data

• Social Trend

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

Gathering and analyzing information to help make sound marketing decisions.

• Data

• Marketing Research

• Primary Date

• Survey

A good question must be ____________ clear and concise ____________.

(a)  

Ted is planning a new advertising campaign for his company, a stable that offers private horseback-riding lessons. Which of the following data would be most useful for Ted's marketing decision making:

• Sales volume data for the horse-racing industry

• Strengths and weaknesses of local horse veterinarians

• Market share data for his company during the past year

• Demographic data for local dog and cat owners

It details how the proposed business will sell its product to the target consumer.

• Marketing Plan

• Financial Plan

• Organizational Plan

• Introduction