Market Research Flashcards

0.0(0)
studied byStudied by 0 people
learnLearn
examPractice Test
spaced repetitionSpaced Repetition
heart puzzleMatch
flashcardsFlashcards
Card Sorting

1/13

flashcard set

Earn XP

Description and Tags

Flashcards on Marketing Research

Study Analytics
Name
Mastery
Learn
Test
Matching
Spaced

No study sessions yet.

14 Terms

1
New cards

Marketing Research

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

2
New cards

Secondary Data

Data that has been previously collected for any purpose other than the one at hand.

3
New cards

Primary Data

Data collected to address specific research needs.

4
New cards

Data Mining

Uses a variety of statistical tools to uncover previously unknown patterns in the data or relationships among variables.

5
New cards

Churn

The number of participants who discontinue a service, divided by the average number of total participants.

6
New cards

Qualitative Research

Used to understand the phenomenon of interest through broad, open-ended responses.

7
New cards

Quantitative Research

Consists of structured responses that can be statistically tested.

8
New cards

Scanner Data

A form of quantitative data collected via the use of scanner systems.

9
New cards

Panel Data

Information collected from a group of consumers over time.

10
New cards

Dichotomous Question

A structured question with only two responses (e.g., Yes/No).

11
New cards

Multichotomous Question

A structured question with a number of responses.

12
New cards

Open-ended Question

Unstructured questions that respondents answer in their own words.

13
New cards

Likert Scale

A measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements.

14
New cards

Rank Order

A measurement task that requires respondents to rank order a small number of items based on overall performance or specific characteristics.