MKT 450: Consumer Behavior - Chapt.1 Enrichment Chapter

22 cards

Textbook Notes


 
  
Created Jan 20, 2010
by
thewyrdest1

 

 
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1
Two types of data for mkt purposes
 
1. primary data - data collected for its own purpose; support for mkt decisions
2. secondary...
2
Research tool: survey
 
consumers respond to predetermined set of research questions; opened-ended or rating scale;...
3
Research tool: focus groups
 
groups of 6-12 people to discuss an issue or offering; participants express opinions, insights...
4
Research tool: interview
 
can be direct contact w/ consumers; appropriate when discussing sensitive, embarassing, confidential...
5
Research tool: storytelling
 
tell mkters stories about experiences w/ product; provides relevant info to market product;...
6
Research tool: photography & pictures
 
Consumers shown pics of experiences consumers have had in order to help consumers remember...
7
Research tool: diary
 
diaries provide important insights into behavior; reveal how friends and family affect consumers'...
8
Research tool: experiment
 
conduct experiences to determine whether certain mkt affect consumer behavior; learn consumers'...
9
Research tool: field test
 
market test: reveals whether an offering will sell in a market; find which mkt mix will enhance...
10
Research tool: conjoint analysis
 
determine relative importance and appeal of an offering's attributes; find out how important...
11
Research tool: observation
 
tracking software to trac which websites consumers visit; raises ethical questions about privacy
12
Research tool: purchase panels
 
tracking what consumers buy on cash registers
13
Research tools: database mkt
 
data mining: patterns in database for clues about consumer needs; collecting consumer data...
14
Types of consumer researchers: in-hous mkt research depts
 
info collected w/in company; minimizes corp leaks; less objective than outside research; biased...
15
Types of consumer researchers: external mkt research teams
 
design a specific research project; develop measuring insturemnts to get consumer response
16
Types of consumer researchers: advertising agencies
 
depts test advertising concepts; can ensure that ad is fulfilling its objectives BEFORE it...
17
Types of consumer researchers: syndicated data services
 
collect and sell info collected
18
Types of consumer researchers: retailers
 
conduct consumer research by using purchase sales for a brand or product; track how consumers...
19
Types of consumer researchers: research foundations
 
nonprofit org that sponsors reasearch that fit its org goals.
20
Types of consumer researchers: govt
 
mkters use government research (census data) for mkt purposes
21
Ethical issues in CB: positive
 
consumers have better consumption experiences; better designed products; improves relationships...
22
Ethical issues in CB: negative
 
tracking consumer behavior in different countries is diffcult; can't compare data from different...


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