Market research methods, survey design, and primary versus secondary data collection.
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- Define primary data in market research.
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Information collected directly from original sources for a specific research purpose.- What is secondary data?
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Data that already exists and was collected by someone else for another purpose.- Name three sources of secondary data.
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Academic journals, government statistics, industry reports, company records, published surveys.- What is qualitative research?
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Research that focuses on understanding motivations, attitudes, and reasons behind behavior through non-numerical data.- Define quantitative research.
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Research that collects and analyzes numerical data to identify patterns, relationships, and test hypotheses.- What is a focus group?
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A small group of people, typically 6-12, brought together to discuss a topic and provide insights on attitudes and beliefs.- What is an in-depth interview in market research?
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A one-on-one conversation with an individual to explore their perspectives, experiences, and motivations in detail.- Define observational research.
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A method where researchers watch and record consumer behavior, interactions, or activities in real or controlled settings.- What is a survey?
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A quantitative research method using structured questionnaires to collect standardized data from a large sample.- What is population in research?
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The entire group that a researcher wants to study or draw conclusions about.- Define a sample in research.
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A subset of the population selected to participate in the study.- What is random sampling?
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A sampling method where every member of the population has an equal chance of being selected.- Define stratified sampling.
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A sampling method where the population is divided into distinct groups, and samples are drawn from each group proportionally.- What is non-probability sampling?
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A sampling method where selection is based on convenience or researcher judgment rather than random selection.- What is sampling bias?
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Systematic error that occurs when the sample selected is not representative of the population.
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