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Chapter 6
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What is market research?
What is market research?
is the process of systmatically collecting, recording, analyzing, and presenting data related to market goods and services
What is the first step in the research process?
What is the first step in the research process?
Identify the problem
What is secondary research?
What is secondary research?
is published data that have been collected for some other purpose
Why is secondary before primary research?
Why is secondary before primary research?
Secondary data can acutally answer all or part of a research problem or question
What are three types of primary research?
What are three types of primary research?
experiment, observation, and survey
What is a census?
What is a census?
is a study that counts everyone in the research population
What is a sample?
What is a sample?
is a number of people who are representative of a study's population
What is one thing that data mining is used to find?
What is one thing that data mining is used to find?
Market segmentation
What else must you determine besides the size of the sample?
What else must you determine besides the size of the sample?
you must decide how to locate those people who are part of your study's population
What is data mining?
What is data mining?
is a process of collecting data from one or more databases and looking for relationships among the data
What does direct marketing involve?
What does direct marketing involve?
marketing activites to sell products directly to customers through the use of a customer database
Name one of the direct marketing activities?
Name one of the direct marketing activities?
Telephone sales, print, television, e-mail, or internet
What is print media?
What is print media?
Catalogs or magazines
How is television used for direct marketing?
How is television used for direct marketing?
infomercials, HSN channel
What does internet allow you to do?
What does internet allow you to do?
to obtain information without leaving our homes and to purchase merchandise anywhere in the world
What is an indirect channel?
What is an indirect channel?
the path the product takes using intemediaries or people or services in the middle of a transaction between the producer and consumer
What do agents do?
What do agents do?
They bring buyers and seller together for a fee
What are wholesalers?
What are wholesalers?
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What Would You Like To Risk?
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Go To The Final Question
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