Flashcards in Chapter 2: Marketing Information, Research, and Understanding the Target Market Deck (12):
Involves manipulating one variable and examining its impact on other variables.
A type of qualitative research that typically involves discussions among a small number of consumers led by an interviewer and designed to generate insights and ideas about products and brands.
A type of qualitative research conducted by an interviewer with a single respondent for several hours and designed to find out such things as the meanings various products and brands have for the person or how a product influences the person's life.
The process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making. Most often consumers or organizational buyers are the subject of the research.
Involves developing equations to model relationships among variables to investigate the impact of various strategies and tactics on sales and brand choices.
Involves watching people and recording relevant facts and behaviors.
Data collected specifically for the research problem under investigation.
Typically involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic, such as a brand name, a product, a package, or an advertisement.
Involves systematic procedures designed to obtain and analyze numerical data.
Data that have previously been collected for other purposes but can be used for the problem at hand.
Involves the collection of data by means of a questionnaire either by mail, phone, online, or in person.