COMMERCE 2MA3 Study Guide - Midterm Guide: Sales Operations, Delphi Method, Competitive Intelligence
1 May 2016
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Document Summary
Marketing research: the process of collecting and using information for marketing decision making. Primary data: information collected specifically for the investigation at hand. Primary data costs more to gather but can be much more valuable. Sampling: process of selecting survey respondents or research participants. Probability sample: sample that gives every member of the population a chance of being selected. Nonprobability sample: sample that involves personal judgment somewhere in the process. Observation method: researchers view the overt actions of subjects being studied. Survey and interview: researchers must ask questions to get information on attitudes, motives and opinions. Controlled experiment: scientific investigation in which a researcher manipulates a test group and compares the results with those of a control group that did not receive the experimental controls or manipulation. Test marketing: marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success. Follow same basic steps as for domestic marketing research.
