Marketing Research Unit Vocab

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Marketing Research

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Process of gathering, analyzing, and interpreting information about a clearly defined problem

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Primary Data

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Data collected firsthand for a specific research purpose.

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Secondary Data

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Data previously collected for another purpose but used for a new research.

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Qualitative Research

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Research that explores attitudes, behaviors, and experiences through methods like interviews.

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Quantitative Research

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Research that focuses on quantifying data and generalizing results from a sample.

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Survey

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A method of collecting data by asking people questions.

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Focus Group

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A small group discussion guided by a moderator to gather opinions.

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Sampling

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Process of selecting a subset of individuals from a population to estimate characteristics of the whole population.

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Observational Research

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A research method where the researcher observes ongoing behavior in a natural setting.

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Probability Sampling

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Randomly selecting participants from a population, ensuring each member has an equal chance of being chosen