Chapter 4: Marketing Research

primary data
information collected by a researcher for a specific purpose
secondary data
information that has been gathered from sources that have been published or gathered previously
random sampling
surveying a target-market population that has the same chance of being selected as any other member
marketing dimension
research based on the main issues concerning the product that influence a particular consumer segment.
media research
segmenting consumers based on which newspapers and magazines they read, which television programs they watch, which method of transportation they use, which radio stations they listen to, and which Internet sites they visit.
consumer satisfaction
studies in which researchers use customer feedback cards, follow-up interviews, Web sites, and suggestion boxes to measure the level of customer satisfaction with a company’s products or services.
conjoint(tradeoff) analysis
research to identify the individual features of a product that make up the value equation.
quantitative research
primarily involves collecting data by surveying a representative sample of a target-market population.
qualitative research
used to measure people’s reactions, responses, or feelings toward a given subject or problem.
focus group
a group of people who are brought together to discuss a product or problem.
consumer segmentation
a way of grouping potential consumers based on demographic, geographic, or psychographic information.
consumer tracking
machines that gather information on consumers’ purchasing habits while they shop
advertising research
research to determine how to effectively convey a product message to potential consumers
test market
areas within a country that have populations typical of the country as a whole, used to test products before releasing them countrywide.
data mining
looking for unknown connections between behaviour and purchasing habits of specific consumers.
AAU studies
awareness, attitude, and usage studies (AAU) studies conducted to measure how aware consumers are of a product, what they think of it, and if they use it.
product research
research on the impact that a product might have on the market
motivation research
research into why customers buy what they do
competitive research
research used in determining what other products are competing with their products as well as the ways in which they are competing.