Market Research Vocab

Group of people most likely to become customers, identified for a specific marketing program

• Target Market

• Marketing Research

• Primary Data

• Secondary Data

When a research technique produces nearly identical results in repeated trials

• Validity

• Product Research

• Marketing Info System

• Reliability

The process and methods used to gather information, analyze it and report findings related to marketing goods and services

• Attitude Research

• Marketing Research

• Media Research

• Qualitative Research

When the questions in a questionnaire measure what was intended to be measured

• Observation Method

• Open-Ended Questions

• Validity

• Forced-Choice Questions

A set of procedures & methods that regularly generates, stores, analyzes, and distributes information for making marketing and other business decisions

• Marketing Info System

• Observation Method

• Sample

• Validity

A question that requires respondents to construct their own response

• Observation Method

• Open-Ended Questions

• Qualitative Research

• Forced-Choice Questions

AKA advertising research; focuses on issues of media effectiveness, selection, frequency and ratings

• Secondary Data

• Marketing Research

• Media Research

• Product Research

A question that asks respondents to choose an answer from possibilities given

• Forced-Choice Question

• Observation Method

• Primary Data

• Open-Ended Question

Research that centers on evaluating product design, package design, product usage and consumer acceptance of new and existing products

• Marketing Research

• Media Research

• Product Research

• Reliability

A research technique in which the actions of people are watched and recorded

• Validity

• Observation Method

• Attitude Research

• Sample