| A | B |
|---|
| survey | A series of questions or a questionnaire used to gather data about consumer attitudes or behavior. |
| sociocultural | Something that combines social and cultural factors, such as the influence of sustainable travel on the hospitality and tourism market. |
| research study | A subset of the target market/population used in market research |
| market research | Collecting and analyzing information about the market or about previous, current, or potential customers. |
| market influence | Something that has an effect on the market, such as economic changes, new laws, political upheaval, social trends, and natural disasters. |
| focus group | A small cross section of people brought together to provide feedback on marketing ideas and products. |
| exploratory research | Done when the problem is not clearly defined or more information is needed. |
| economy | The wealth and resources of a country, especially in terms of the production and consumption of goods and services. |
| descriptive research | Conducted when more information is needed about who/when/where/how a product is purchased. |
| comment card | A customer feedback tool used to gather information from people already patronizing the business. |
| cause-and-effect research | Conducted to study cause-and-effect relationships between marketing mix changes and customer behavior. |
| goal | Specific, concrete, measurable statements of what a company (or a person) wants to achieve. |
| mission statement | A brief statement (usually a few sentences) that expresses the purpose of a business (or a person). |
| stakeholder | Someone who cares about what a company does, because he or she can be affected by its actions. This can include customers, employees, owners, financial backers, and people in the local community. |
