Chapter 4: Marketing Research
information collected by a researcher for a specific purpose
information that has been gathered from sources that have been published or gathered previously
surveying a target-market population that has the same chance of being selected as any other member
research based on the main issues concerning the product that influence a particular consumer segment.
segmenting consumers based on which newspapers and magazines they read, which television programs they watch, which method of transportation they use, which radio stations they listen to, and which Internet sites they visit.
studies in which researchers use customer feedback cards, follow-up interviews, Web sites, and suggestion boxes to measure the level of customer satisfaction with a company’s products or services.
research to identify the individual features of a product that make up the value equation.
primarily involves collecting data by surveying a representative sample of a target-market population.
used to measure people’s reactions, responses, or feelings toward a given subject or problem.
a group of people who are brought together to discuss a product or problem.
a way of grouping potential consumers based on demographic, geographic, or psychographic information.
machines that gather information on consumers’ purchasing habits while they shop
research to determine how to effectively convey a product message to potential consumers
areas within a country that have populations typical of the country as a whole, used to test products before releasing them countrywide.
looking for unknown connections between behaviour and purchasing habits of specific consumers.
awareness, attitude, and usage studies (AAU) studies conducted to measure how aware consumers are of a product, what they think of it, and if they use it.
research on the impact that a product might have on the market
research into why customers buy what they do
research used in determining what other products are competing with their products as well as the ways in which they are competing.
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