When a research technique produces nearly identical results in repeated trials

The process and methods used to gather information, analyze it and report findings related to marketing goods and services

When the questions in a questionnaire measure what was intended to be measured

A set of procedures & methods that regularly generates, stores, analyzes, and distributes information for making marketing and other business decisions

A question that requires respondents to construct their own response

AKA advertising research; focuses on issues of media effectiveness, selection, frequency and ratings

A question that asks respondents to choose an answer from possibilities given

Research that centers on evaluating product design, package design, product usage and consumer acceptance of new and existing products

A research technique in which the actions of people are watched and recorded

AKA opinion research; designed to obtain information on how people feel about certain products, services, companies or ideas

Part of a target population that represents the entire population

Marketing research that answers questions that begin with “how many” or “how much”

Data already collected for some purpose other than the current study

Marketing research that focuses on smaller number of people and tries to answer questions that begin with “Why” or “How”

Data obtained for the first time and used specifically for the particular problem under study