Understanding Consumer Behavior And Consumer Research

Front 1

consumer behavior

Back 1

entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer's emotional, mental and behavioral responses that precede, determine, or follow these activities.

Front 2

individual consumers

Back 2

purchase goods and services to satisfy their own personal wants and needs or to satisfy the wants and needs of others

Front 3

organizational consumers

Back 3

purchase goods and services in order to produce other goods and services, resell them to other organizations or to individual consumers, help manage and run their organization

Front 4

marketing concept

Back 4

the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner, while benefiting the long term interests of the company's stakeholders

Front 5

customer percieved value

Back 5

the consumers overall assessment of the utility of a product based on perceptions of what is received and what is given

Front 6

customer delight

Back 6

suggests that customer benefits that not only meet, but also exceed expectations in unanticipated ways

Front 7

behavioral science

Back 7

applies the scientific method, relying on systematic, rigorous procedures to explain, control and predict consumer behavior.

Front 8

quantitative research methods

Back 8

empirical data are collected--numerical , based on observation, experiment or experience rather than on speculation or theory

Front 9

interpretivism

Back 9

aka postmodernism - an alternative research approach to behavioral science that relies less on scientific and technological methodology

Front 10

qualitative research methods

Back 10

descriptive, non-empirical data are collected that describe an individual consumer's subjective experience with the product or service

Front 11

consumer insight

Back 11

a deep profound knowledge of the consumer that comes from integrating traditional marketing research tools with consumer behavior theories

Front 12

basic research

Back 12

looks for general relationships b/t variables, regardless of the specific situation--at fills in the knowledge we don't have; it tries to learn things that aren't always directly applicable or useful immediately.

Front 13

applied research

Back 13

specific more focused is research that seeks to answer a question in the real world and to solve a problem

Front 14

secondary data

Back 14

data already collected and accessible

Front 15

primary data

Back 15

new data collected specifically for research purpose

Front 16

exploratory research

Back 16

broad qualitative research done to generate ideas or help formulate problems for further research

Front 17

Focus groups

Back 17

consist of 8 to 12 participates

Front 18

Projective techniques

Back 18

Unstructured, indirect form of questioning that encourage respondents to project their underlying beliefs, attitude, feelings, and motivation in an apparently unrelated or ambiguous scenario

Front 19

Descriptive research

Back 19

Makes predictions about trends and variables

Front 20

Causal research

Back 20

Is concerned with identifying and understanding cause-and-effect relationships through experimentation

Front 21

Correlated

Back 21

When statistically testable and significant relationships correlation exists between two variables

Front 22

Causal relationship

Back 22

Between two variables means that the variables are correlated and that one variable influences the the other, but not vice versa