1. Key Concepts • Marketing research • Research design • Hypothesis • Exploratory research • Conclusive research • Descriptive research • Experimental research • Reliability • Validity • Primary data • Secondary data • Population • Sample • Sampling • Probability sampling • Random sampling • Stratified sampling • Nonprobability sampling • Quota sampling • Mail survey • Telephone survey • Online survey • Personal interview survey • In-home (door-to-door) interview • Focus-group interview • Customer advisory boards • Telephone depth interview • Shopping mall intercept interview • Statistical interpretation • Marketing information system (MIS) • Database • Single-source data • Marketing decision • support system (MDSS)