Marketing and Research Terminology

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automation

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a method of operating or controlling a process in which tasks are completed by automatic means, such as technology, reducing human effort and labor

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bias

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an inclination to have a certain perspective in favor of or against a person, group of people, or thing; prejudice

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cookies

Back

text files that are put on a website visitor’s hard disk and then later retrieved during subsequent visits to the site to track internet behavior

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covert

Back

secret; hidden

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customer loyalty cards

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a swipe card issued by a retailer to track customer purchases and provide rewards

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observation

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a marketing research method that gathers data by watching consumers

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personal-interview

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a data collection method in which a researcher sits down with a respondent one-on-one to ask questions and record the answers

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external data

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facts and figures available in locations outside the company

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internal data

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facts and figures located inside the company

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primary data

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facts collected specifically for the problem or project at hand