MKT 400 UNR Exam 1 – Flashcards
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Marketing Segmentation
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dividing a market of potential customers into groups, or segments, based on different characteristics
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market opportunity
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making sure market isn't already saturated and that someone will purchase your product
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consumer attitude
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attitude toward your product
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new product concept testing
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1. testing to see whether product is ready to market 2. safe and cheap to test before launching
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advertising copy testing
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testing slogans and taglines such as "just do it" or "maybe its maybelline"
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test marketing
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test product in one area ex. pizza hut coffe cafe
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evaluative research (tracking advertising)
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test whats selling at what time the ad comes on tv, radio, social media
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brand image
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ex: south west rebranding or pizza hut changing their recipe
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marketing intelligence
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how we process and analyze information that we gather, understand market, determine needs, assess changes
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customer relationship marketing
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customers loyal to a certain brand is built through marketing strategies, develop long term relationships
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internal marketing research
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info shared throughout company, ability to produce actionable results,low research costs, but very biased
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customized research firms
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provide tailored services to client, concentrate on one specific area
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standardized research firms
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provide more general services, follow a common approach, can compare to other clients
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syndicated business services
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include data made or developed from a common data pool (SONA)
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marketing research draws heavily on the _____________ sciences methods and theories
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social
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qualitative
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survey questions to determine quality
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quantitative
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numerical, measures quantity
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4 marketing P's
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price, placement, promotion, product
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perceptual mapping
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used to picture relative position of products no 2 or more dimensions
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place distribution
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what type of retailer, markup policy
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retailing research
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focuses on the trade area analysis store image, store traffic patterns and location
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behavioral targeting
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displays ads to a website baed on users previous search behavior
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shopper marketing
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marketing consumers based on research of the entire process consumers go through when making a purchase
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unethical practices include
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black box, curb-stoning, de anonymizing data, failure to debrief participants
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secondary data
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information previously collected for some other problem
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gatekeeper technologies
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technologies such as caller ID that are used to prevent intrusive marketing practices such as telemarketers
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information research process
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a systematic approach to collecting, analyzing, and transforming data into decision making information
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4 phases of the research process
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1. determine research problem 2. select appropriate research design 3. execute research design 4. communicate research results
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research and decision makers must:
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agree on purpose for research, understand problem, identify measurable symptoms, select unit of analysis, determine relevant variables
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initial research question
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do our marketing strategies need to be modified to increase satisfaction among our current and future customer segments?
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exploratory research is ___________(qualitative/quantitative)
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qualitative, we have to gather insights to help define the problem and get a deeper understanding of consumer attitudes and behavior
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descriptive research is __________ (qualitative/quantitative)
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quantitative, who what when where and how
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casual research
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collects data that enables decision maker to determine cause and effect relationships
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target population
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population from which the researcher wants to collect data
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census
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small number of members of the target pop from which researcher collects data
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primary data
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any data collected specifically for your research
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internal data
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sales, mkt, activity, cost, customer feedback
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external data
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published, gov trade associations, periodicals, internet blogs
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benefits of secondary research
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cheaper, less effort, can be more or less accurate
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limitations of secondary data
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no control over data collection, collected for a different reason, may be outdated and not accurate
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what is a lit review?
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a comprehensive examination of available information that is related to your research topic
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problem formulation
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which topic or field is being examined and what are its main issues?
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lit search
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find materials relevant to the subject being researched on
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data evaluation
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determine which literature makes a significant contribution to the understanding of the topic (reliable sources)
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analysis and interpretation
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discuss findings and conclusions of pertinent literature
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constructs
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broad concepts or topics of study, cannot directly observe, abstract
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variable
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observable
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relationships
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associations between two or more variables
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independent variable
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the cause of whatever it is thats happening
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dependent variables
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depends on the independent v, researchers are trying to explain this
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3 major research designs
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exploratory, descriptive, casual
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bulletin board
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online research format in which participants agree to post over a period of 4-5 days
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purposive sampling
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selecting sample members to study because they possess important attributes to understanding the topic
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stratified purposive sampling
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Selecting sample members so that groups can be compared
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theoretical sampling
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selecting sample memberd based on earlier interviews
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focus group moderator
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Person who is well trained in the interpersonal communication skills and professional manners required for a focus group
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moderators guide
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detailed outline of the topics, questions and subquestions used by the moderator to lead the focus group
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debriefing analysis
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The researcher and the moderator discuss the subjects responses to the topics that were talked about in the session
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content analysis
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Taking individual responses and grouping them into larger theme categories or patterns
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advantages of focus groups
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stimulate new ideas thoughts and feelings, understand consumer behavior, allow client participation, client feels closer to the brand, wide responses
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weakness of focus groups
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lack generalizability to target population, reliability limited
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purposed communities
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online version of a focus group (mystarbucksidea)
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marketing research online communities (MROC)
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Purposed communities primary purpose ifs research
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ethnography (qualitative)
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Records behavior in a natural setting to understand social/cultural influences
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participant observation
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Records behavior in a natural setting to understand social/cultural influences
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Non participant observation
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Researcher observes without entering into events
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case study
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Researcher observes without entering into events
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Projective techniques
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Projective techniques
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Word association test
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technique in which the subject is presented with a list of words one at a time and asked to respond with the first word that comes to mind
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Sentence completion test
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subjects are given a set of incomplete sentences and asked to complete them in their own words
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Thematic apperception test: (TAT)
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Describing a story from looking at an image
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Zaltman metaphor elicitation technique
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visual research used in depth interviewing that makes participants share emotional and subconscious reactions to a particular topics
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observation research
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systematic observation and recording of patterns, objects, people, events, and other phenomena
