3.2 Market Research Flashcards

Front

Market research

Back

is the process of gathering, analysing

and producing data relevant to the marketing process.

Front

Primary market research

Back

gathers data for the first time for a specific purpose.

Front

Focus group

Back

is a small number of people gathered

together to talk about a particular issue in open discussion.

Front

Secondary market research

Back

uses data that already exists.

Front

Sample

Back

is a group of people selected to represent the

population as a whole.

Front

Validity of market research

Back

refers to how accurate

the findings of market research are.

Front

Reliability of market research

Back

refers to the extent to which the same results would be received if the research was conducted again.