Marketing Research (Foundation)

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

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

The quality of providing consistent and dependable measurement and results.

• Validity

• Order bias

• Reliability

• Data mining

Gathering and analyzing information to help make sound marketing decisions.

• Data

• Marketing Research

• Primary Date

• Survey

This type of data from research answers questions such as "how" and "why".

• Research data
• Quantitative data
• Number data
• Qualitative data

Quantitative research is typically conducted on ________ samples of people

• large
• small

Which of the following is NOT a disadvantages of secondary data?

• The objectives, nature and methods used to collect the secondary may not be appropriate to the present situation.

• Secondary data may be lacking of accuracy

• Secondary data collection may be expensive and time consuming

• Secondary data may not be completely current or dependable