key terms

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Primary Research
First hand research, gathering information direct from consumers, e.g. through questionnaires; also known as field research
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Secondary Research
Research that has already been carried out or published by another firm; also known as desk research
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Qualititative Research
In-depth research to find out consumers views and opinions
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Quantitative Research
Research which involves numerical data which allows graphs to be drawn and data to be analysed
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Repeat Purchase
Customer loyalty shown through continued purchasing of a product
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Market Map
A grid that shows two different aspects of the products or brands within a market; allows a firm to identify a gap in the market
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Card 2

Front

Research that has already been carried out or published by another firm; also known as desk research

Back

Secondary Research

Card 3

Front

In-depth research to find out consumers views and opinions

Back

Preview of the back of card 3

Card 4

Front

Research which involves numerical data which allows graphs to be drawn and data to be analysed

Back

Preview of the back of card 4

Card 5

Front

Customer loyalty shown through continued purchasing of a product

Back

Preview of the back of card 5
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