Marketing Research: An Aid to Decision Making

Marketer's Vocabulary

Marketing research
The scientific and controlled gathering of non routine marketing information undertaken to help management solve marketing problems.

Informal assessment
An unstructured search of the marketing environment.

Research design
Plan proposed for testing the research questions as well as collecting and processing information.

Experimental approach
Variable interest must be manipulated and everyone participating in the experiment must have a known and equal chance of being selected.

Historical/case method
Reliance is placed on past experiences in seeking solutions to current marketing problems.

Survey approach
Marketing information is collected either from observation or by questionnaire or interview.

Secondary source data
Information that has been previously published and can come from within or outside the business.

Primary information
Information gathered to address a particular problem.

Data processing
Procedures for sorting, assembling, and reporting data.