SMPS CPSM - Domain 1 Terms
Goals - ANSWER ✔✔Measurable targets that help a firm plan how to
move forward in the direction they want.
SWOT Analysis - ANSWER ✔✔A situational analysis that is based on
assessing the strengths, weaknesses, opportunities, and threats that
your firm faces, either as a whole or in a specific market.
Primary Research - ANSWER ✔✔Proprietary research that you
conduct yourself
Secondary Research - ANSWER ✔✔Research that comes from a
source that is different from the original source of the information
Quantitative Research - ANSWER ✔✔Research of measurable
properties and their relationships
, Qualitative Research - ANSWER ✔✔Research aimed at gathering an
in-depth understanding of behavior and the reasons behind it
Exploratory Research - ANSWER ✔✔Research the explores
possibilities and discovers new data, often through qualitative data
Confirmatory Research - ANSWER ✔✔Research designed to narrow
down a list of opinions and figure out which is right, typically using hard
data.
Hypothesis - ANSWER ✔✔A general or specific conjecture, typically
based on experience and working knowledge, used to guide research
and/or accepted as a highly probably outcome until proven otherwise
Evidence-Based Marketing - ANSWER ✔✔A tool that allows one to
gather information from prospective clients and use it to develop a niche-
specific campaign for one's firm.
Ethics - ANSWER ✔✔Values and principles that inform the standards
of conduct that marketers must follow when conducting research
Utility - ANSWER ✔✔Approach to ethics that favors the opinion that
will bring the greatest net benefit to society as a whole
Goals - ANSWER ✔✔Measurable targets that help a firm plan how to
move forward in the direction they want.
SWOT Analysis - ANSWER ✔✔A situational analysis that is based on
assessing the strengths, weaknesses, opportunities, and threats that
your firm faces, either as a whole or in a specific market.
Primary Research - ANSWER ✔✔Proprietary research that you
conduct yourself
Secondary Research - ANSWER ✔✔Research that comes from a
source that is different from the original source of the information
Quantitative Research - ANSWER ✔✔Research of measurable
properties and their relationships
, Qualitative Research - ANSWER ✔✔Research aimed at gathering an
in-depth understanding of behavior and the reasons behind it
Exploratory Research - ANSWER ✔✔Research the explores
possibilities and discovers new data, often through qualitative data
Confirmatory Research - ANSWER ✔✔Research designed to narrow
down a list of opinions and figure out which is right, typically using hard
data.
Hypothesis - ANSWER ✔✔A general or specific conjecture, typically
based on experience and working knowledge, used to guide research
and/or accepted as a highly probably outcome until proven otherwise
Evidence-Based Marketing - ANSWER ✔✔A tool that allows one to
gather information from prospective clients and use it to develop a niche-
specific campaign for one's firm.
Ethics - ANSWER ✔✔Values and principles that inform the standards
of conduct that marketers must follow when conducting research
Utility - ANSWER ✔✔Approach to ethics that favors the opinion that
will bring the greatest net benefit to society as a whole
