Marketing the Core chapter 7 6th edition Kerin & Hartley

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Marketing research
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the process of defining a marketing problem and opportunity, systematically collecting and analyzing information and recommending actions
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Measures of success
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criteria or standards used in evaluating proposed solutions to a problem
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Constraints
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restrictions placed on potential solutions to a problem
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data
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the facts and figures related to the product
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secondary data
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facts and figures that have already been recorded prior to the project at hand
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primary data
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facts and figures the are newly collected for a project
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observational data
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facts and figures obtained by watching either mechanically or in person, how people behave
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questionnaire data
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facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors
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information technology
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involves operating computer networks that can store and process data
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sales forecast
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the total sales of a product that a firm expects to sell during a specified time period under specified conditions and its own marketing efforts

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