| A | B |
|---|
| Product Mix | All the different products that a company makes or sells. |
| Product Line | A group of closely related products manufactured or sold by a business. |
| Product Item | A specific model, brand, or size of a product within a product line. |
| Product Width | Refers to the number of different product lines |
| Product Depth | Refers to the number of items offered within each product line. |
| Product Modification | An alteration in a company's existing product. |
| Product Positioning | The image that a product projects. |
| Category Management | A process that involves managing product categories as individual business units. |
| Planograms | A computer-developed diagram that shows retailers how and where products within a category should be displayed on a shelf at individual stores. |
| Product Planning | Making decisions about what features should be used in selling a business's products, services, or ideas |
| Marketing Research | Involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services. |
| Marketing informatin system | A set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions. |
| Database Marketing | a.k.a. CRM -- a process of designing, creating, and managing customer lists. |
| Database | A collection of related informatin about a specific topic. |
| Quantitative research | Answer questions that start with "how many" or "how much" |
| Qualititative research | Focuses on smaller numbers of people and trys to answer questions about "why" or "how". |
| Attitude research | a.k.a. Opinion research -- designed to obtain information on how people feel about certain products, services, companies, or ideas. |
| Market Intelligence | Concerned with the size and location of a market, the competition, and the segmentation within the market for a particular product or service. |
| Media Research | a.k.a Advertising research -- focuses on issues of media effectiveness, selection, frequency, and ratings. |
| Product Research | Centers on evalating products design, package design, product usuage, and consuer acceptance of new and existing products. |
| Problem Definition | Occurs when a business clearly identifies a problem and what is needed to solve it. |
| Primary data | Data obtained for the first time and used specifically for the particular problem or issue under study. |
| Secondary data | Already been collected for some purpose other than the current study. Usually less expensive. |
| Survey method | A research technique in which information is gathered from people through the use of surveys or questionnaires. |
| Sample | A part of the target population that represents it accurately. |
| Observation method | A research technique in which the actions of people are watched and recorded either by cameras or by observers. |
| Point-of-sale research | A powerful form of research that combines natural observation with personal interviews to get poeple to explain buying behavior. |
| Experiemntal method | A research technique in which a researcher observes the results of changing one or more marketing variables while keeping other variables constant under controlled conditions. |
| Data Analysis | The process of compiling, analyzing, and interpreting the results of primary and secondary data collection. |
| Validity | When the questions asked measure what was intended to be measured |
| Reliability | Exists when a research technique produces nearly identical results in repeated trials. |
| Open-ended questions | Ask repsondents to construct their own response to a question. |
| Forced-choice questions | Ask respondents to choose answers from possiblities given on a questinnaire. |
