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22 Cards in this Set
- Front
- Back
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product scan online
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leverages the power of the internet to provide subscribers with access to a huge database featuring intelligence related to new consumer packaged goods
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marketing research
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systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing and organization
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developing the research plan
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determine the exact info needed, develop a plan for gathering it efficiently, and present the written plan to mgt.
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what developing the research plan outlines
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sources of existing data, specific research approaches, contact methods, sampling plans, and instruments for data collection
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ethnographic research
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observation in a natural environent
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single source data system
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electronic monitoring systesm taht link consumers exposure to television advertising and promotion with what they buy in stores
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experimental research
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tries to explain cause and effect relationships. done like a psych experiment
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nonprobability samples
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use these because the others cost too much even though the sampling errors cannot be measured.
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mechanical research instruments
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questionaires and mechanical devices
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Role
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expected activities
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status
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esteem given to role by society
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VALS
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values and life systems, classifies consumers with respect to how they spend their time and money
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selective distortion
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tendency of people to interpret info in a way that supports what they already believe
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selective retention
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consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands`
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belief
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descriptive thought that a person holds about something
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attitudes
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a persons consistently favorable or unfavorable feelings, evaluations, and tendencies toward an object or idea
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cognitive dissonance
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after making a purchase, buyers often doubt whether they made the right choice
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marketers can minimize dissonance by:
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reassuring they made the right choice, giving instructions, feedback offers, and responce to questions
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product adopter categories
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innovators, early adopters, early ajority, late majority, and laggards.
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product characteristics that influence the rate of adoption
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relative advantage, compatibility, complexity, divisibility (Can it be used on a reg basis), and communicability (can they be observed or described to others)
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business market structure and demand
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fewer but larger buyers, more geographically concentrated, and derived from consumer demand
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buying center
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the decision making unit of a buying firm
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