Flashcards in Chapter 14: Part 2 Deck (10)
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1
Activity analysis
focuses on a particular activity (ex: preparing dinner) and surveys/does focus groups to determine what problems consumers encounter while doing the activity
2
Product analysis
similar to activity analysis, examines the purchase or use of a particular product or brand
3
Problem analysis
starts with a problem and asks respondents to indicate which activities, products, or brands are associated with those problems
4
Human-factor research
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
5
Emotion research
role of emotions in problem recognition and resolution
6
Two basic approaches to causing problem recognition=
generic and selective
7
Generic problem recognition
involves a discrepancy that a variety of brands within a product category can reduce
8
Selective problem recognition
discrepancy that only one brand can solve
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:
- 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
10
