Details Title: chapter 8 Description: marketing research Total Flash Cards: 18 Created: 05/07/2009 02:28:48		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term marketing research Definition is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action Term five steps to marketing research Definition 1) define the problem 2) develop research plan 3) Collect relevant info by specifying 4) develop findings 5) take marketing actions Term exploratory research Definition observation is more in depth provides ideas about vague problems Term Descriptive research Definition survery trying to find the frequency that something occurs is the majority of research Term Causal research Definition expirements and tests in controlled environment Term determine problem or identify opportunity Definition set research objectives identify possible marketing actions based on measure of success -most important step Term steps involved in developing the research plan Definition 1) specify constraints 2) identify data needed for marketing decisions 3) determining how to collect data Term three constraints of market research Definition time money response Term two kinds of data that you can collect for relevant information Definition primary- facts collected for project secondary- facts and figures collected by someone else Term advantages of secondary data Definition 1) saves time 2) low cost Term disadvantages of secondary data Definition 1) outdated 2) the definitions or categories may not be quite right for your project 3) may not be specific enough Term two ways to get primary data Definition observing people asking them questions Term observational data Definition watching how people actually behave Term two techniques for questioning consumers Definition 1)idea generation methods- coming up with ideas 2)Idea evaluation methods- testing an idea Term panels Definition is a sample of consumers or stores from which researchers take a series of measurements. Term advantages of primary data Definition specific Term disadvantages of primary data Definition expensive time consuming Term data mining Definition is the extraction of hidden predictive information from large databases