Chapter 8 Vocabulary Marketing Research The process of collecting and analyzing information in order to recommend actions Decision A conscious choice from among two or more alternatives Decision Making The act of consciously choosing from alternatives Measures of Success Criteria or standards used in evaluating proposed solutions to a problem Constraints Restriction placed on potential solutions to a problem Concepts Ideas about products or services New-Product Concept Picture or verbal description of a product or service the firm might offer for sale Methods Approaches that can be used to collect data to solve all or part of a problem Data Facts and figures related to a problem Secondary Data Facts and figures that have already been recorded before the project at hand Internal Secondary Data Data collected inside the organization and include detailed product sales reports as well as customer complaint tabulations External Secondary Data Published data from outside the organization Primary Data
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This document was uploaded on 10/27/2011 for the course MKT 291 at Miami University.