A. Vocabulary
problem definition- when a business clearly identifies a problem or research issue
primary data- data obtained for the first time
secondary data- have already been collected
survey method- a research technique where a specific group of people are asked questions (primary data)
sample- a part of the target population
observation method- research technique where actions of people are watched or recorded
point-of-sale method- combines natural observation with personal interviews to explain buying behavior
experimental method- where a researcher observes the results of changing one or more variables while keep some variables the same
data analysis- compiling, analyzing, and interpreting secondary and primary data collection
open-ended questions- no right or wrong answer, promoting suggestions
forced-choice questions- Two choice questions or multiple choice questions\
B. Research Steps
1. defining the problem
2. obtaining data
3. analyzing the data
4. recommending solutions to the problem
5. applying the results
C. Main Points
-marketing research process
-how secondary data is obtained
-how primary data is obtained
-constructing a questionnaire
- the impact of computer technologies on marketing research
D. Minor Points
-internet sources
-US government sources
-consumer and business info ccompanies
-business and trade publications
-the survey method
-the observation method
-the experimental method
-writing questions
-administrating the questionnaire
-Formatting
