MKT 400 UNR Exam 1

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