Problem Definition- a business clearly identifies a problem or research issue and the information necessary to solve it
Primary Data- data obtained for the first time and used specifically for the particular problem or issue under study
Secondary Data- data that has already been collected for some purpose other than current study
Survey Method- a research technique in which information is gathered from people through the use of surveys or questionnaires
Sample- a part of the target population that is assumed to represent the entire population
Observation Method- a research technique in which the actions of people are watched and recorded either by cameras or observers
Point-Of-Sale Research- A powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior
Experimental Method- Research technique in which a researcher observes the results of changing one or more marketing variables while keeping certain other variables while keeping certain other variables constant under controlled conditions
Data Analysis- The process of compiling, analyzing, and interpreting the results of primary and secondary data collection
Validity- The questions asked in a questionnaires measure what was intended to be measured
Reliability- a research technique that produces nearly identical results in repeated trials
Open-Ended Questions- Questions that require more than a yes or no answer
Forced Choice Questions- survey questions that ask respondents to choose answers from possibilities given on a questionnaire
Research Steps
1.Defining the Problem
2.Obtaining Data
3.Analyzing Data
4.Recommending Solutions
5.Applying The Results
Questions Formats
Yes/No
Multiple Choice
Rating Scale
Level of Agreement
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