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Target Marketing
A strategic approach in which an organization attempts to get the most from its resources by following a planned procedure for identifying customers who possess the greatest potential to respond to the marketer's efforts and help the marketer meet objectives.
Research Validity
A concept related to carrying out research that is concerned with whether the research is really measuring what it claims to be measuring.
Contests
A form of sales promotion, mainly used in the consumer market, that awards something of value to winners based on skills they demonstrate compared to other consumers.
Descriptive Market Research
Generally considered the most popular form of market research, this research method has the objective of providing an accurate description for something that is occurring (e.g., monthly sales volume, customer preference).
Exploratory Market Research
Marketing research method that uses a less structured and often less scientific approach to discover general information about a topic that is not well understood by the marketer.
Impulse Purchasing
Represents customer purchase decisions that result in a customer making unplanned purchases often due to marketer's promotions (e.g., coupons, in-store demonstrations) or product placement strategies (e.g., product located at checkout lane).
Markdowns
A form of promotional price adjustment that offers a product at a price considered to be lower than the normal selling price such as temporary sale pricing and lower pricing intended to remove extra inventory.
Minor Re-Purchase Decision
Type of consumer purchase decision in which purchases are routine and often the consumer purchases the same product without consideration for other product or brand options.
Partial-Service Research Firm
Research companies that offer expertise addressing a specific part of the research plan, such as developing methods to collect data (e.g., design surveys) locating research participants or undertaking data analysis.
Product Positioning
Relates to marketing efforts that are intended to affect customers perception of the marketers offerings (e.g., products, company image) when compared with how customers perceive competitors offerings.