MKT 450: Consumer Behavior - Chapt.1 Enrichment Chapter

Textbook Notes
Created Jan 20, 2010
by thewyrdest1
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Side ASide B
Two types of data for mkt purposes
1. primary data - data collected for its own purpose; support for mkt decisions2. secondary...
Research tool: survey
consumers respond to predetermined set of research questions; opened-ended or rating scale;...
Research tool: focus groups
groups of 6-12 people to discuss an issue or offering; participants express opinions, insights...
Research tool: interview
can be direct contact w/ consumers; appropriate when discussing sensitive, embarassing, confidential...
Research tool: storytelling
tell mkters stories about experiences w/ product; provides relevant info to market product;...
Research tool: photography & pictures
Consumers shown pics of experiences consumers have had in order to help consumers remember...
Research tool: diary
diaries provide important insights into behavior; reveal how friends and family affect consumers'...
Research tool: experiment
conduct experiences to determine whether certain mkt affect consumer behavior; learn consumers'...
Research tool: field test
market test: reveals whether an offering will sell in a market; find which mkt mix will enhance...
Research tool: conjoint analysis
determine relative importance and appeal of an offering's attributes; find out how important...
Research tool: observation
tracking software to trac which websites consumers visit; raises ethical questions about privacy
Research tool: purchase panels
tracking what consumers buy on cash registers
Research tools: database mkt
data mining: patterns in database for clues about consumer needs; collecting consumer data...
Types of consumer researchers: in-hous mkt research depts
info collected w/in company; minimizes corp leaks; less objective than outside research; biased...
Types of consumer researchers: external mkt research teams
design a specific research project; develop measuring insturemnts to get consumer response
Types of consumer researchers: advertising agencies
depts test advertising concepts; can ensure that ad is fulfilling its objectives BEFORE it...
Types of consumer researchers: syndicated data services
collect and sell info collected
Types of consumer researchers: retailers
conduct consumer research by using purchase sales for a brand or product; track how consumers...
Types of consumer researchers: research foundations
nonprofit org that sponsors reasearch that fit its org goals.
Types of consumer researchers: govt
mkters use government research (census data) for mkt purposes
Ethical issues in CB: positive
consumers have better consumption experiences; better designed products; improves relationships...
Ethical issues in CB: negative
tracking consumer behavior in different countries is diffcult; can't compare data from different...


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