| A | B |
|---|
| test marketing should be conducted in this many geogaphic aras at one time | several |
| this type of testing is often used before new poducts are introduced to the market | concept testing |
| composed of a cross-section of people who share common characteristics | consumer panel |
| examples of secondary data | internet, newspaper, book |
| ensuring that a questionaire is clearly written so that all respondents interpret the questions in the same way | checking for reliability |
| is a public concern about marketing research | personal information privacy |
| obtaining information about customers’ preferences, opinions, and habits | the primary focus of marketing research |
| area of marketing research is concerned with size and location of a market, competition, and segmentation | market intelligence |
| type of question is most often used as a filter question? | a two choice question |
| fastest and most cost-effective form of primary source research | observation |
| a company that publishes media rates and data for advertising industry | SRDS |
| a collection of related information about a specific topic | database |
| methods and procedures for generating, analyzing, and storing data about consumers, sales, and ads | marketing information system |
| used to measure information on TV sets | people meters |
| gathering, recording, and analyzing information about consumer behavior and sales | marketing research |
| aka database marketing | customer relationship management |
| evaluation of such topics as package design | product research |
| focuses on effectiveness, selection, frequency, and ratings of things like TV, radio, newspaper | media research |
| an estimate of a product’s future sales | sales forecasting |
| increased international competition for U.S. companies is a result of this | global marketplace |
| the most difficult step in marketing research | defining problem |
| another term for facts | data |
| when survey questions measure what was intended to be measured | validity |
| a part of the target population | sample |
| these type of questions guide respondents to answer only questions that apply | bias |
| a tpe of survey queswtion to which respondents develop their own responses | open ended |
| the most frequently used method of collecting primary data | survey method |
| 8-10 people who are brought together to evaluate a product, advertising, package design, or a marketing strategy | focus group |
