Marketing the Core chapter 7 6th edition Kerin & Hartley

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