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22 Cards in this Set

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