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Flashcards in Chapter 5: Marketing Research Deck (36)
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Frame error

A sample drawn from a population that differs from the target population.


Random error

A type of sampling error in which the selected sample is an imperfect representation of the overall population.



A method of analyzing data that shows the analyst the responses to one question in relation to the responses to one or more other questions.


Big data

Large amounts of data collected from interactions with customers that reveal trends and patterns.


Competitive intelligence

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.


Six steps in marketing research process

Identify the problem. Design the research. Collect the data. Analyze the data. Present the report. Provide followup.