| A | B |
|---|
| Marketing Research | Finding solutions to problems through carefully designed studies involving customers. |
| Product | Everything a business offers to satisfy a customer’s needs. |
| Services | Activities that are consumed at the same time they are produced. |
| Intangible | Something that has no physical form. |
| Inseparable | Something that is consumed at the same time it is produced. |
| Perishable | The availability of a service to match the demand for that service at a specific time. |
| Heterogeneous | Characterized by differences in the type and quality of service provided. |
| Secondary Research | Analyzing existing information gathered for another purpose but used to solve a current problem. |
| Primary Research | Studies carried out to gather new information specifically directed at a current problem. |
| Surveys | A marketing research study that gathers information from people using a carefully planned set of questions. |
| Focus Groups | A marketing research study that gathers the ideas, experiences, and opinions from a small number of consumers who take part in a group discussion. |
| Observations | A marketing research study that collects information by recording the actions of consumers rather than asking them questions. |
| Experiment | A method of marketing research which presents two carefully controlled alternatives to subjects in order to determine which is preferred or has better results. |
| Basic Product | The simplest form of a product. It is not unique and is usually available from several companies. |
| Product Feature | Additions and improvements to the basic product. |
| Options | Choices of product features. |
| Brand Name | A unique identification for a company’s products. |
| Packaging | Protection and security for the product before it is used. |
| Guarantee/Warranty | An offering designed to build customer confidence in a company’s products. |
