Marketing Final Exam

Front 1

Attitude Scales

Back 1

Instrument used most frequently to capture evaluative data.

Front 2

Customer Lifetime Value

Back 2

Profiles based on the collection and analysis of internal secondary data.

Front 3

Customer Satisfaction Measurement

Back 3

Quantitative and qualitative measures that gauge the level of customer satisfaction and its determinants.

Front 4

Focus Group

Back 4

A qualitative research method in which about eight to ten persons participate in an unstructured group interview focused on a product or service concept.

Front 5

Interpretivism

Back 5

A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.

Front 6

Motivational Research

Back 6

Qualitative research designed to uncover consumers' subconcious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to reveal, the basic reasons underlying thier acitons.

Front 7

Nonprobability Sample

Back 7

Findings are representable of the population.

Front 8

Positivism

Back 8

A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus in on consumer decision making.

Front 9

Qualitative vs. Quantitative Research

Back 9

Research methods that are primarily used to obtain new ideas for promotional campaigns and products.

Research methods that enables researchers to understand the effects of various promotional inputs on the consumer, thus enabling marketers to predict consumer behavior.

Front 10

Test Marketing

Back 10

Prior to a launching of a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales or gauge the possible responses to the product.

Front 11

Validity

Back 11

The degree to w hich a measurement instrument accurately relfects what iit is designed to measure.

Front 12

Reliability

Back 12

The degree to which a measurement instrument is consistent in what it measures.

Front 13

Secondary Research

Back 13

The process of locating secondary data.

Front 14

Secondary Data

Back 14

Any data originally generated for some purpose other than the present research objectives.

Front 15

Depth Interview

Back 15

A lengthy and relatively unstructured interview designed to uncover a
consumer's underlying attitudes and/or motivations.