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Glossary

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Subject Definition

The basic element on which the experiment or study is conducted. Also known as a participant, experimental unit, respondent, unit or unit of analysis.

In marketing research, a subject refers to an individual or entity participating in a study or research project. Subjects are the participants who provide data, opinions or insights that contribute to the research objectives. They can be consumers, respondents, customers or any group relevant to the study's focus. The information gathered from subjects forms the basis for analysis and decision-making in marketing strategies.

Who relies on subjects in marketing research?

Marketing researchers, analysts and businesses heavily rely on subjects in marketing research. Researchers engage with subjects to collect valuable data and insights that inform marketing decisions. Businesses and marketers use subject responses to understand consumer behavior, preferences, trends and perceptions, enabling them to tailor their offerings and strategies to meet customer needs effectively.

Why should I care about subjects in marketing research?

If you're involved in marketing, understanding the concept of subjects is crucial. Subjects provide the data and perspectives that drive evidence-based marketing decisions. By recognizing the significance of subjects, you can appreciate the importance of unbiased sampling, ethical considerations in research and the need to gather accurate and representative information to make informed marketing choices.

Why are subjects important in marketing research?

• Subjects form the core of marketing research efforts. The insights gained from subjects guide strategic marketing actions.
• The accuracy, diversity and relevance of collected data from subjects directly influence the quality of insights gained.
• Recognizing the pivotal role of subjects helps in designing effective research methodologies, engaging participants ethically and ensuring that research findings accurately reflect the target audience.