1. Marketing Research

the process of planning, collecting, and analyzing data relevant to a marketing decision.

2. Primary Data

information that is collected for the first time; used for solving the particular problem under investigation.

3. Secondary Data

data previously collected for any purpose other than the one at hand

4. Experiment

a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable

5. Survey Research

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinior, and attitudes

6. Types of Survey Research

In-home personal interviews, mall intercept interview, telephone interview, mail surveys, executive interviews, and focus groups.

7. Probability Sample

a sample in which every element in the population has a known statistical likelihood of being selected.

8. Random Sample

a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample. (probability sample)

9. Nonprobability Sample

any sample in which little or no attempt is made to get a representative cross section of the population.

10. Convenience Sample

a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher--for expample, employees, friends, or relatives.