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unit 2
marketing
Term | Definition |
---|---|
awareness | when a person is ready and able to change so as to adapt to different circumstances. |
marketing reasearch | the planning, collection, and analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management. |
cencus | a sample consisting of the entire population. |
data processing | organization of data for the purpose of producing desired information; involves recording, classifying, sorting, summarizing, calculating, disseminating and storing data. |
focus group | a qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator. |
market segmentation | the process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables. |
open ended question | a question that has no prelisted answers, which requires the respondent to answer is his or her own words |
primary reasearch | conducting research to collect new data to solve a marketing information need. |
secondary reasearch | analyzing information from previously conducted research projects. |
closed-ended question | questions that ask the respondent to choose from a limited number of pre-listed answers. |