Marketing Research Cheat Sheet
The core ideas of Marketing Research distilled into a single, scannable reference — perfect for review or quick lookup.
Quick Reference
Primary Research
Original data collection conducted specifically to address a current research question. Methods include surveys, interviews, focus groups, experiments, and observations. Primary research yields highly relevant, proprietary insights but is generally more expensive and time-consuming than secondary research.
Secondary Research
The analysis of existing data that was originally collected for another purpose. Sources include government statistics, industry reports, academic journals, trade publications, and internal company records. Secondary research is faster and less costly but may not perfectly fit the current research question.
Qualitative Research
Research methods that explore attitudes, motivations, and behaviors through non-numerical data such as words, images, and observations. Common techniques include focus groups, in-depth interviews, and ethnography. Qualitative research excels at generating hypotheses and uncovering the 'why' behind consumer actions.
Quantitative Research
Research methods that collect numerical data amenable to statistical analysis. Surveys, experiments, and structured observations produce data that can be used to test hypotheses, quantify relationships, and generalize findings to larger populations.
Sampling
The process of selecting a subset of individuals from a population to participate in a study. Probability sampling methods (simple random, stratified, cluster) allow statistical generalization, while non-probability methods (convenience, snowball, quota) are useful for exploratory research but limit generalizability.
Survey Design
The art and science of constructing questionnaires that yield valid and reliable data. Key considerations include question wording, response scales, question order, survey length, and mode of administration (online, phone, in-person). Poorly designed surveys introduce measurement error that can invalidate findings.
Focus Groups
A qualitative research method in which a trained moderator guides a small group (typically 6 to 10 participants) through a discussion about a product, concept, or experience. Focus groups leverage group dynamics to elicit richer responses than individual interviews alone but can be influenced by dominant personalities.
Market Segmentation
The process of dividing a broad market into distinct subsets of consumers who share similar needs, characteristics, or behaviors. Common bases for segmentation include demographics, psychographics, geographic location, and behavioral patterns. Effective segmentation enables targeted marketing strategies.
Conjoint Analysis
A statistical technique used to determine how consumers value different attributes of a product or service. Respondents evaluate a set of product profiles that vary systematically across features, and their trade-off patterns reveal the relative importance and utility of each attribute.
Net Promoter Score (NPS)
A widely used metric that gauges customer loyalty by asking respondents how likely they are to recommend a company, product, or service on a 0-to-10 scale. Respondents are classified as Promoters (9-10), Passives (7-8), or Detractors (0-6), and NPS is calculated as the percentage of Promoters minus the percentage of Detractors.
Key Terms at a Glance
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