Term
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Definition
| the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. |
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Term
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Definition
1. Define the Problem
2. Develop The Research Plan (-constraints, - Data they need, - How are they going to collect the data)
3. Collect Relevant information(Secondary Data - Already Exists collected by somebody else for other reasons. Primary Data - You collected for you situation.) |
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Term
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Definition
| The criteria or standards used in evaluating proposed solutions to the problem. Different research outcomes- based on the measure of success- lead to different marketing actions. |
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Term
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Definition
| the restrictions placed on potential solutions to a problem. Examples include the limitations on the time and money available to solve the problem. |
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Term
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Definition
| the ideas about products or services. To find out about consumer reaction to a potential new product, marketing researchers frequently develop a new-product concept, that is, a picture or verbal description of a product or service the firm might offer for sale. |
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Term
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Definition
| are the approaches that can be used to collect data to solve all or part of a problem. Special points vital to marketing are 1. sampling (selecting a groupd of distributors, customers, or propects, asking them questions, and treating their answers as typical of all those in whom they are interested.) 2. statistical inference - (the generalize the results from the sample to much larger groups of distributors, costumers, or prospects to help decide on marketing actions.) |
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Term
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Definition
| The facts and figures related to the problem, are divided into two main parts: secondary data and primary data. |
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Term
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Definition
| The facts and figures that have already been recorded before the project at hand. |
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Term
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Definition
| The facts and figures that are newly collected for the project |
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Term
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Definition
| Facts and figures obtained by watching, either mechanically or in person, how people behave. |
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Term
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Definition
| Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. |
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Term
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Definition
1. Individual interview - single researcher asking questions of one respondent.
2. Depth interviews - researchers asl lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings.
3. Focus groups - 6 to 10 past, present, or prospective customers in which a discussion leader, or moderator, asks their opinions about the firm's and its competitor's products, how they use these products, and special needs they have that these products don't address. |
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Term
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Definition
Mail Surveys
Telephone Surveys
Online Surveys
Mall intercepts interviews
Open-ended Questions
Dichotomous Questions |
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Term
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Definition
| The total sales of a product that a firm expects to sell during a specified time period under specified conditions. |
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