Marketing research The scientific and controlled gathering of nonroutine marketing information undertaken to help management solve marketing problems.
Informal assessment An unstructured search of the marketing environment.
Research design Plan proposed for testing the research questions as well as collecting and processing information.
Experimental approach Variable interest must be manipulated and everyone participating in the experiment must have a known and equal chance of being selected.
Historical/case method Reliance is placed on past experiences in seeking solutions to current marketing problems.
Survey approach Marketing information is collected either from observation or by questionnaire or interview.
Secondary source data Information that has been previously published and can come from within or outside the business.
Primary information Information gathered to address a particular problem.
Data processing Procedures for sorting, assembling, and reporting data.