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15 Cards in this Set
- Front
- Back
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who conducts consumer research
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-in-house marketing research departments
-external marketing research firms -advertising agencies -syndicated data services -retailers -academics & research centers |
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primary data
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data originating from a researcher and collected to provide information relevant to a specific research project.
could be internal or external |
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3 different types of primary data
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experiments (lab studies)
quasi-experiments (test markets) non-experimental (focus groups, observations, projective techniques) |
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secondary
A. |
data collected for some other purpose that is subsequently used in a research project.
collected for some other purpose |
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secondary
B. |
External are large data sets used by lots of people(census, gallup, etc)
Internal can be company records or data collected for something else. Generally not experimental. |
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survey
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a written instrument that asks consumers to respond to a predetermined set of research questions
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focus group
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a form of in-depth interview involving 6-12 consumers led by a moderator who asks participants to discuss a product, concept, or marketing stimulus
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test market
(field experiments) |
studies the effectiveness of one or more elements of the marketing mix evaluating sales of the product in an actual market eg. a specific city
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correlation
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=relationship between two variables
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causation
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=one variable producing an effect in another variable
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3 factors necessary for causation:
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1. correlation
2. temporal antecedence-one doesn't precede the other 3. no third factor driving both |
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conjoint analysis
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a research technique to determine the relative importance and appeal of different levels of an offering's attributes
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spurious correlation
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-spurious=artificial, fake
-danger of data mining -lots of things are correlated, but not really related |
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data mining
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searching for patterns in a company data-base that offer clues to customer needs, preferences, and behaviors
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the 4P's
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price
product promotion place |
