| A | B |
|---|
| US Bureau of Census | collects data every ten years on whole US population |
| Validity | questions measure what they are intended to measure |
| reliability | all respondents interpret the questions in the same way |
| Return Rate | 10% is the average for mail surveys |
| observation | fastest most cost effective means of primary research and is WATCHING people |
| Internal secondary data | sales records, customer complaints would be examples of this which is INSIDE the company |
| mystery shopper | a type of observation used to view interactions between salespeople and customers by someone pretending to be a customer |
| Filter questions | two-choice questions are most frequently used as these and guide consumers to only answer questions that apply to them |
| Telephone Interview | Has been limited by federal law due to "no call" registery |
| Primary data | company would have to collect this if no secondry data is available already |
| Trade Publication | Publications that are read by people in that industry |
| focus group | 8-12 people who are brought together to evaluate a product , advertising or marketing strategy |
| experimental method | least use method of primary research because of expense where there is a control group and one that changes |
| computer technology | allows quantitative and qualitative survey research to be done via the Internet, telephone, e-mail, and Web surveys |
| open-ended | a question that asks respondents to come up with their own responses |
| sample | a part of the target population that is assumed to represent the whole |
| data | facts or information |
| forced-choice question | allows customers to choose answers from only the available answers for only one answer |
| survey method | the most frequently used primary research method of collecting data by interviewing, questionnaires etc. |
| personal interview | Most people are more willing to respond to this, than to Internet, telephone, or mail surveys. |
| Internet | THIS is a good source of secondary data that is via computer |
| data mining | uses statistical methods to extract information from large amounts of data for analysis. |
| mutually exclusive | important to make multiple choice options THIS, when creating multiple-choice surveys |
| defining the problem | most difficult step in marketing research |
| research report | conclusions presented in an organized and detailed manner in this |
| bias | this is encouraging one outcome over another, swaying someone's answer |
| point-of-sale research | combines natural observation with personal interviews and happens at the register |
| formatting | visual appearance for design appeal of research tool |
| 5 Steps of Reserach Process | Define the problem, Gather Data, Analyze data, Recommend Solutions, Apply Results |
| Define the Problem | Problem is identified and goals set to solve the problem in this step |
| Obtaining Data | Researchers gather data from secondary and primary sources in this step |
| Analyzing data | Researchers compile, analyze and interpret the data in this step |
| Recommending Solutions | Rsearchers come up with potential solutions in this step |
| Applying the results | The research Results are put into action in this step |
