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| The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities. |
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| Facts an figures that have been recorded before the project at hand. |
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| Facts and figures that are newly collected for the project. |
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| An informal session of 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. |
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| A detailed, individual interview with a person relevant to the research project. |
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| A research technique used to generate data by asking people questions and recording their responses on a questionnaire. |
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| Obtaining data by manipulating factors under tightly controlled conditions to test cause and effect. |
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| Watching, either mechanically or in person, how people behave. |
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| Observational approach to discover subtle emotional reactions as consumers encounter products in their "natural environment." |
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| The process of selecting subsets from a population. |
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| Using precise rules to select the sample such that each element of the population has a specific known chance of being selected. |
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| Using arbitrary judgements to select a sample so that the chance of selecting a particular element may be unknown or zero. |
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| A computer and communication system to satisfy an organization's needs for data storage, processing, and access. |
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| The extraction of hidden predictive information from large databases. |
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