Market Research in Health and Wellness

Vocabulary flashcards covering key terms and concepts from the lecture on market research in health and wellness.

Market Research

The function that links the consumer, customer, and public to the marketer through information.

Secondary Data

Data that were collected for another purpose and already exist somewhere.

Primary Data

Data freshly gathered for a specific purpose or project.

Ethnographic Research

A research approach that provides a deep cultural understanding of how people live and work.

Focus Group Research

A qualitative research method where a small group of people discuss and provide feedback on a specific topic.

Closed-ended Questions

Questions that provide predefined options to choose from.

Open-ended Questions

Questions that allow respondents to answer in their own words.

Qualitative Measures

Research instruments such as word associations, projective techniques, and brand personification.

Sampling Plan

A strategy that defines how to select participants for research.

Data Mining

The process of analyzing large datasets to identify patterns and insights.

Market Demand

The total volume that could be bought by a defined customer group in a specified area during a specified time.

Forecasting Market Demand

Anticipating what buyers are likely to do based on past behaviors and intentions.

Marketing Metrics

Measures that help marketers quantify, compare, and interpret their performance.

Marketing Mix Modeling

A technique for analyzing marketing performance by assessing the effectiveness of various marketing activities.

Biometric Tracking

Using physiological and behavioral data to analyze user engagement and preferences.