Chapter 14: Part 2

Question 1

Activity analysis

Answer 1

focuses on a particular activity (ex: preparing dinner) and surveys/does focus groups to determine what problems consumers encounter while doing the activity

Question 2

Product analysis

Answer 2

similar to activity analysis, examines the purchase or use of a particular product or brand

Question 3

Problem analysis

Answer 3

starts with a problem and asks respondents to indicate which activities, products, or brands are associated with those problems

Question 4

Human-factor research

Answer 4

attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, fatigue and the effect on these capabilities on lighting, temperature, and sound

Question 5

Emotion research

Answer 5

role of emotions in problem recognition and resolution

Question 6

Two basic approaches to causing problem recognition=

Answer 6

generic and selective

Question 7

Generic problem recognition

Answer 7

involves a discrepancy that a variety of brands within a product category can reduce

Question 8

Selective problem recognition

Answer 8

discrepancy that only one brand can solve

Question 9

Firm will attempt to influence generic problem recognition when the problem is latent or of low importance and one of the following conditions exist:

Answer 9

• Early in the product life cycle
• Firm has a high percentage of the market
• External search after problem recognition is apt to be limited
• Industrywide cooperative effort

Question 10

Sometimes information in the marketplace can

Answer 10

trigger problem recognition that certain marketers would prefer to avoid