Marketing

Process of collecting and using information for marketing decision making

Organization that provides standardized data on a periodic basis to its subscribers

Marketing research organization that offers all aspects of the marketing research process

Marketing research firm that specializes in a limited number of research activities such as conducting field interviews or performing data processing

• 1. Defining the problem
• 2. Conducting exploratory research
• 3. Formulating a hypothesis
• 4. Creating a research design
• 5. Collecting data 
•    a. primary data
•    b. secondary data
• 6. Interpreting and presenting the research information

Process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources

In-depth evaluation of a firm's sales

Tentative explanation for a specific event

Master plan for conducting market research

Previously published information

Information collected for a specific investigation

• 1. Internal: sales records,product performance reviews,sales force activity reports
• 2. External: government records, syndicated research services, industry publications

Process of selecting survey respondents or research participants

Total group that researchers want to study

Sample that gives every member of the population a chance of being selected

Basic type of probibilty sample in which every individual in the relevant universe has a equal opportunity of being selected

Probability sample constructed to represent randomly selected subsamples of different groups within the total sample; each subgroup is relatively homogeneous for a certain characteristic

Probability sample in which researchers select a sample of subgroups (or clusters) from which they draw respondents; each cluster reflects the diversity of the whole population sampled

Sample that involves personal judgment somewhere in the selection process

Nonprobability sample selected from among readily available respondents

Nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole

• 1. Observation: traffic counts,taping shopping habits
• 2. Surveys: focus group interviews,telephone surveys, online surveys
• 3. Controlled Experiments: test market