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marketing exam 2
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13
Marketing
Undergraduate 1
10/14/2008

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Term
marketing research
Definition
the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
Term
decision
Definition
a conscious choice from among two or more alternatives.
Term
measures of success
Definition
criteria or standards used in evaluating proposed solutions to the problem
Term
constraints
Definition
the restrictions placed on potential solutions to a problem.
Term
sampling
Definition
selecting representative elements from a population.
Term
probability sampling
Definition
using precise rules to select the sample such that each element of the population has a specific known chance of being selected
Term
nonprobability sample
Definition
using arbitrary judgments to select the sample so that the chance of selecting a particular element maybe be unknown or 0.
Term
statistical inference
Definition
drawing conclusions about a population from a sample taken from that population
Term
data
Definition
the facts and figures related to the problem
Term
secondary data
Definition
facts and figures that have already been recorded before the project at hand
Term
primary data
Definition
facts and figures that are newly collected for the project
Term
observational data
Definition
facts and figures obtained by watching, either mechanically or in person, how people actually behave
Term
questionnaire data
Definition
facts and figures obtained by asking people about their attitudes, awarenesses, intentions and behaviors.
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