week 2 terminology

week 2 terminology - information Primary Research Research...

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Week 2 Terminology Flashcards: 1 st side is the term, 2 nd side is the definition
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Market Research
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The identification, collection, analysis & dissemination of information intended to improve decision making related to current and future marketing problems and opportunities
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Respondent Anonymity
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A situation in which questionnaire participants remain unidentified (IE: they don’t have to give their name)
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Evoked Set
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The set of terms, product names, or brands that come easily to mind when thinking of a particular category
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Prompted Awareness
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The tendency of respondents to know of a product when asked directly about it (IE: have you ever heard of Pepsi?)
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Spontaneous Awareness
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The tendency of respondents to know about a product when given a category (IE: name brands of soda) The response is known as the “evoked set”
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Secondary Research
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Research conducted using existing
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Unformatted text preview: information Primary Research Research conducted that requires the collection of new information Structured Questionnaire A collection of precise questions with fixed wording of closed questions and provided answer choices Closed Questions Questions with only one answer that avoid ambiguity or the possibility of complex response Open Questions Questions that are open-ended and provide the possibility for discussion Unstructured Questionnaire A collection of mainly open questions with variable order and wording Indirect Question A question worded in a way that allows respondents to discuss uncomfortable subjects without feeling personally involved (Usually in the form of: What do other people think of this?) The Sample Frame The collection of individuals from which research participants are selected...
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week 2 terminology - information Primary Research Research...

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