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marketing research

TermDefinition
Marketing Research the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.
Marketing Information System a set of producers and methods for the regular, planned collection, analysis, and presentation of information for use in marketing management decisions.
Observation Method a method of data collection in which the situation of interest is watched and the relevant facts, action, or behavior record.
Primary Data the information collected specifically for the purpose of investigation at hand.
Quantitative Research research that uses numerical analysis, in essences, this approach reduces 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 highly reliability, it yields consistent results.
Secondary Data the statics not gathered for the immediate study at hand but for some other purpose.
Validity the degree to which the instrument measures what its supposed to measure.
Focus Group the 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 call group in-depth interview.
Created by: gbritaguilar
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