Electronic collection of information obtained from data sources within the company
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
A type of research that gathers preliminary information that will help define the problem and suggest hypotheses.
A type of research that describes things (e.g. Market potential for a product, demographics and attitudes). The most popular type is conducting surveys.
A type of research that tests hypotheses about cause-and-effect relationships
Develops a plan for gathering the needed information efficiently.
What type of data is available more quickly and at a lower cost than primary data?
What type of data consists of information collected for the specific purpose on hand?
What type of research consists of observation in the consumers' natural environment?
People meters and checkout scanners are two examples of what?
What type of research is the most widely used method for primary data collection? It's the approach best suited for gathering descriptive information.
What type of research attempts to explain cause-and-effect relationships? It involves selecting matched groups of subjects, giving different treatments, controlling unrelated factors, and checking differences in group responses.
What is the segment of the population selected to represent the population as a whole?
What sample consists only of those who choose to respond to a survey?
Closed-ended and open-ended
What are two types of questionnaires?
What type of mechanical device uses electrodes to measure stimulation in your skin?
What type of mechanical device tracks where people's eyes go on a web page?
Collecting the data
What part of the research plan is the most expensive and subject to error?
What is the most common form of error and is not going to lead to making good decisions?
Customer Relationship Management
What management strategy is all about taking data and then acting on that data? It captures customer information from all sources, analyzes it in depth and applies the results to build stronger relationships.