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26 Cards in this Set
- Front
- Back
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CRM
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customer relationship management
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creative agency
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advertising
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interactive marketing
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conversation
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site stickiness
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w
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depths
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in depth interviews
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market segement
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groups within market with specific needs
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ethnography
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aimed to learn cultural phenomena and understand what it tells us about the knowledge and system of meanings of a cultural gp
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four P's
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product, price, place, promotion
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quantitative research
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survery and questionnaires
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qual research
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understanding people's behaviour
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scaling
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rating
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comparitive scaling
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prefer x or y
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index
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composite measure, based on several different measures e.g. consumer condidence
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5 stages in research process
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problem, research design, data collection, analysis, conculsions
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operationalisation
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how to make concepts measurable in terms of empirical research
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merthodology
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e.g. surverys, questionnaires
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probability/random sampling
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prob of getting a particular set of people is known
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deliverable
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e.g. report, output
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brand positioning
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image of brand in consumer mind
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codification
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preparing data for statistical analysis
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UGC
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user generated content e.g. reviews
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NPD
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new product development - whole process
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SPRITES
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consumers actively involved in research. especially good in product testing, whole period.
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Line-Up
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segmentation, profiles of individual customers
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hall test
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consumers asked what they think about specific product/advert
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OVID
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interactive reports, basis
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