Marketing Research Basics
Facts and information collected for analysis,
Data
A method that asks questions to collect information
, Survey
Information gathered from within a company,
Internal Data
An educated guess that can be tested
Hypothesis
Advertising pioneer who conducted early research,
N. W. Ayer
Research used to test whether a product or service will succeed
Market Research
Watching consumer behavior to gather information,
Observation
Information gathered from outside the company,
External Data
Not final or definite
Tentative
Founder of the first commercial research department,
Charles C. Parlin
The specific group of consumers a business aims to reach
Target Market
A small group discussion used to gather opinions,
Focus Group
Information collected firsthand for a specific purpose,
Primary Data
Opinions and reactions from customers
Consumer Feedback
Researcher famous for polling and public opinion,
George Gallup
The ability of a product or idea to succeed
Viability
One-on-one questioning for detailed responses,
Personal Interview
Previously published information used for research,
Secondary Data
A technique that helps people remember with prompts,
Aided Recall
Government population and demographic data source,
U.S. Census Data
The systematic process of gathering and analyzing market information
Marketing Research
Methods used to select participants for a study,
Sampling Techniques
Research sold to multiple organizations,
Syndicated Research
Companies that collect and resell research reports,
Research Aggregators
U.S. agency that provides national economic data,
Department of Commerce