Marketing – Lamb Hair &

Marketing research
The process of planning, collecting, and analyzing data relevant to a marketing decision
Research design
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
Primary data
Information that is collected for the first time; used for solving the particular problem under investigation
Survey research
The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinion, and attitudes
Focus group
Seven to ten people who participate in a group discussion led by a moderator
Open-ended question
An interview question that encourages an answer phrased in the respondent’s own words
Closed-ended question
An interview question that asks the respondent to make a selection from a limited list of responses
Scaled-response question
A closed-ended question designed to measure the intensity of a respondent’s answer
Observation research
A research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
Mystery shoppers
Researches posing as customers who gather observational data about a store
Random sample
A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample
Convenience sample
A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher – for example, employees, friends, or relatives
Sampling error
An error that occurs when a sample somehow does not represent the target population
Frame error
An error that occurs when a sample drawn from a population differs from the target population

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