| A | B |
|---|
| market research | the process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services |
| secondary research | published data that have been collected for some other purpose |
| primary research | original research conducted for a specific marketing situation |
| observation method | research technique that involves watching actual behavior and recording it |
| indirect channel | the path a product takes using intermediaries between the producer and the consumer |
| sample | a number of people who are representative of a study’s population |
| direct channel | the path a product takes without the help of any intermediaries between the producer and consumer |
| direct marketing | marketing activities to sell products directly to customers through the use of a customer database |
| census | a study that counts everyone in the research population |
