Advanced Marketing Chapter 5

random sampling
a procedure in which everyone in the population has an equal chance of being selected in a sample
the result of analysis that is given to decision makers
open-ended questions
questions that allow respondents to develop their own answers without information about possible choices
information that goes into the system that is needed for decision making
a planned set of questions to which individuals or groups of people respond
all of the people in the group that a company is interested in studying
marketing information system
an organized method of collecting, storing, analyzing, and retrieving information to improve the effectiveness and efficiency of marketing decisions
test market
specific cities or geographic areas in which marketing experiments are conducted
primary data
information collected for the first time to solve the problem being studied
marketing research
a procedure to identify solutions to a specific marketing problem through the use of scientific problem solving
the resources used to maintain information, including equipment and procedures, so that it can be used when needed
internal information
information developed from activities that occur within the organization
the process of summarizing, combining, or comparing information so that decisions can be made
secondary data
information already collected for another purpose that can be used to solve current problems
a way to collect information by recording actions without interacting or communicating with the participant
controlled situations in which all factors are the same except the one being studied
focus groups can be composed of participants who are experts on the topic rather than a random sample of the population
marketing research helps businesses that are involved in international competition
businesses that have effective marketing information systems do not need to use marketing research
surveys should only ask questions that are needed to accomplish the objectives of the research
whether or not to use marketing research depends solely on its cost
open-ended questions are often used while researchers are trying to identify a problem or are completing a situational analysis
marketing research follows the steps of scientific problem solving
the most precise and objective information about a potential market segment is obtained through focus groups
a great deal can be learned about purchases behavior by observing consumers
secondary data is usually less expensive to obtain than primary data

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