Chapter 28 & 29 Test Marketing

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

Data already collected for some purpose other than the current study

survey method

A research technique in which information is gathered from people through the use of surveys and questionnaires

sample

Part of a target population that represents the entire population

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

Powerful form of research that combines natural observation with personal interviews to explain buying behavior

experimental method

A research technique in which a researcher observes the results of changing one or more marketing variables while keeping all the 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 in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective

reliability

When a research technique produces nearly identical results in repeated trials; the trait of being dependable

forced-choice question

A question that asks respondents to choose an answer from possibilities given on a questionnaire

open-ended question

A question that requires more than a "yes" or "no" answer and requires respondents to construct their own response

Pros and cons of using secondary data

Pros: cheaper, less time consuming, easily available

Cons: existing data may be outdated or not suitable for the problem at hand

Marketing Research

the process and methods used to gather information, analyze it, and report findings related to marketing goods and services

Marketing Information Systems

a set of procedures and methods that regularly generates, stores, analyzes and distributes information for making marketing and other business decisions

Database Marketing

also known as customer relationship management (CRM), a process of designing, creating and managing customer lists

Database

a collection of related information about a specific topic

Quantitative Research

marketing research that answers questions that begin with "how many" or "how much"

Qualitative Research

marketing research that focuses on smaller numbers of people and tries to answer questions that begin with "why" or "how"

Attitude Research

also known as 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 segmentation within the market for a particular product

Media Research

also known as advertising research; focuses on issues of media effectiveness, selection, frequency and ratings

Product Research

research that centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products