| A | B |
|---|
| Market Research | Systematic process of planning, collecting, analyzing, and communicating information that is relevant to making marketing decisions |
| 4 types of primary research | Survey, Observation, Experiment, Simulation |
| Probability sample | select persons from the designated population at random |
| Simulation | technique that utilizes computer-based programs to assess the impat of alternative marketing strategies |
| Experimental Research | compares the impact of marketing variables on the individuals reponses in a controlled setting |
| Secondary reserach | information already collected for another purpose that can be used to solve the current problem |
| Non-Probability sample | select persons from the designated population not at random |
| Open Ended questions | ask respondents to construct heir own response to the question |
| 1st step in market research | define the problem |
| problem definition | this market research step takes over half of the time in completing the research |
| major disadvantage with the collection of primary data | it is expensive |
| qualitative | type of reserach seeks to find in-depth, open-ended questions |
