SMPS CPSM – DOMAIN 1 TERMS
Objectives - ANSWER Quantified targets that provide a firm a roadmap on the
path to move towards the sort of direction wanted.
SWOT Analysis - ANSWER A type of situational analysis that was premised
upon an assessment of the strengths and weaknesses along with the
opportunities and threats that faced your firm or that part of the market within
which your firm is operating or going to operate.
Primary Research - ANSWER Proprietary research conducted on your own
Secondary Research - ANSWER Research that has its origin in a source that is
other than the original source of the information
Quantitative Research - ANSWER The investigation into quantifiable
properties and their interrelationships
Qualitative Research - ANSWER Research used to gather deep insight into
behaviour and motivations
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, usually based on
experience and working knowledge, 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 guide the code of conduct that
marketers should follow in conducting research
Utility - ANSWER Way of looking at ethics that favors that view that
produces the most good for the most people, overall
Justice - ANSWER Way of looking at ethics that emphasizes fairness - an
appropriate distribution of the costs and benefits among the people who will be
affected by a decision.
Rights - ANSWER Approach to ethics where emphasis is placed on individual
welfare rather than the consequences of a decision
Research Objective - ANSWER A short statement that expresses the result you
hope to achieve through the use of information obtained through a particular
research project.
Audit - ANSWER Practice of assessing your current position - where your
firm stands right now in terms of finances, visibility within a market sector,
your competition, and a variety of other measures.
Objectives - ANSWER Quantified targets that provide a firm a roadmap on the
path to move towards the sort of direction wanted.
SWOT Analysis - ANSWER A type of situational analysis that was premised
upon an assessment of the strengths and weaknesses along with the
opportunities and threats that faced your firm or that part of the market within
which your firm is operating or going to operate.
Primary Research - ANSWER Proprietary research conducted on your own
Secondary Research - ANSWER Research that has its origin in a source that is
other than the original source of the information
Quantitative Research - ANSWER The investigation into quantifiable
properties and their interrelationships
Qualitative Research - ANSWER Research used to gather deep insight into
behaviour and motivations
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, usually based on
experience and working knowledge, 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 guide the code of conduct that
marketers should follow in conducting research
Utility - ANSWER Way of looking at ethics that favors that view that
produces the most good for the most people, overall
Justice - ANSWER Way of looking at ethics that emphasizes fairness - an
appropriate distribution of the costs and benefits among the people who will be
affected by a decision.
Rights - ANSWER Approach to ethics where emphasis is placed on individual
welfare rather than the consequences of a decision
Research Objective - ANSWER A short statement that expresses the result you
hope to achieve through the use of information obtained through a particular
research project.
Audit - ANSWER Practice of assessing your current position - where your
firm stands right now in terms of finances, visibility within a market sector,
your competition, and a variety of other measures.
