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Unit 2

Unit 2 Vocab

TermDefinition
Awareness - The proportion of people who are familiar with a product, brand name or trademark.
Marketing research - The planning, collection, and analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management.
. Census - A sample consisting of the entire population.
Closed-end question - Questions that ask the respondent to choose from a limited number of pre-listed answers.
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 research - Conducting research to collect new data to solve a marketing information need.
Secondary research - Analyzing information from previously conducted research projects.
Created by: 2000118318
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