Term

Market Research

Definition

the function that links an organization to its market through the gathering of information.

Term

Perceptual Mapping

Definition

a technique used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions

Term

Research Proposal Contents

Definition

1. Purpose of the proposed research project 2. Type of study 3. Definition of target population and sample size 4. Sample design and data collection method 5. Specific research instruments 6. Potential managerial benefits of proposed study 7. Proposed cost for project 8. Profile of the company’s research capabilities 9. Optional dummy tables of the projected results