Chapter 3 Vocab

Data that has been generated by the researcher himself/herself

Information located inside a company; secondary information that already exists in an organization’s in-house system

A forecast made about the future; also known as a projection

the way in which two or more concepts, objects, or people are connected

An approximation or an estimated guess

Information that is based on thoughts, feelings, experiences, or opinions; descriptive and non-statistical in nature

Information available in locations outside a company; secondary information that already exists outside an organization

Surveys, Polls, and Interviews are all ways of collecting Secondary Data

"The football team will win by 30 or more points on Friday Night" is a prediction

data that is collected by someone other than the primary user

"Coach Day is somewhere around 6'2" is a prediction

Qualitative and Quantitative are the two parts of Primary Data

A true statement is a:

any information that is machine-readable and of benefit to marketing teams.

“On average the store is rated a 3.5 out of 5 by its consumers” is quantitative data

All the marketing-related data available from inside and outside the business

Coach Day is exactly 6'2 is a fact

Information that is based on numbers, statistics, or hard facts

I am Princeton Lochs favorite teacher

Internal and External are the two parts of Primary data