unit 5

Question Answer
Marketing Research -Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.
Marketing Information System A set of procedures and methods for the regular, plannedcollection, analysis, and presentation of information for use in making management decisions.
Observation Method A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors recorded.
Primary Data The information collected specifically for the purpose of the investigation at hand.
Quantitative Research research that uses numerical analysis. In essence, this approachreduces the data into numbers.
Qualitative Research -Data- gathering techniques that are focused on the significance of observations made in a study rather than the raw numbers themselves
Reliability Determines how consistently an instrument yields similar results under varying conditions. If a measure has high reliability, it yields consistent results.
Secondary Data The statistics not gathered for the immediate study at hand but for some other purpose.
Validity The degree to which the instrument measures what it’s supposed to measure.
Focus Group A personal interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on a series of directed questions to generate data. It is also called group in-depth interview.

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