the process of planning, collecting, and analyzing data relevant to a marketing decision
Management
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the process of planning, collecting, and analyzing data relevant to a marketing decision.
information that is collected for the first time; used for solving the particular problem under investigation.
data previously collected for any purpose other than the one at hand
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
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinior, and attitudes
In-home personal interviews, mall intercept interview, telephone interview, mail surveys, executive interviews, and focus groups.
a sample in which every element in the population has a known statistical likelihood of being selected.
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)
any sample in which little or no attempt is made to get a representative cross section of the population.
a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher--for expample, employees, friends, or relatives.
