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Flashcards in marketing ch.8 Deck (59)
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1

Marketing Research

the process of defining a marketing problem/opportunity and systematically analyzing info to recommend actions

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5 step process

define the problem, develop research plan, collect info, develop findings, take marketing action

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Define the problem

set objectives, identify possible actions

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Exploratory research

when defining the problem, provides ideas about relatively vague problem

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Descriptive research

when defining the problem, trying to find the frequency that something occurs or extent of a relationship

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Causal Research

when defining the problem, most sophisticated research. Tries to determine the extent to which the change in one factor changes the other

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Measures of Success

criteria used in evaluating proposed solutions (ex. amount of time child plays with toy)

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Constraints

restrictions placed on potential solutions

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Constraints

restrictions placed on potential solutions

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Concepts

ideas about the products/services used to get reactions

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Concepts

ideas about the products/services used to get reactions

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Methods

approaches that can be used to collect data to solve all or part of a problem

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Methods

approaches that can be used to collect data to solve all or part of a problem

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Collect Relevent Info

Obtain Secondary Data
Obtain Primary Data

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Collect Relevent Info

Obtain Secondary Data
Obtain Primary Data

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Secondary Data

Facts/figures that have already been recorded before

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Secondary Data

Facts/figures that have already been recorded before

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Internal/External data

internal: marketing inputs and outcomes. External is thigns like census

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Internal/External data

internal: marketing inputs and outcomes. External is thigns like census

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Primary Data

facts/figures collected for the project

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Primary Data

facts/figures collected for the project

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Observational data

obtained by watching people in some way

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Observational data

obtained by watching people in some way

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Mechanical Methods

Type of obeservational data gathering. like TV measurer

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Mechanical Methods

Type of obeservational data gathering. like TV measurer

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Personal Methods

type of observational data gathering. like the mystery shopper

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Personal Methods

type of observational data gathering. like the mystery shopper

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Neuromarketing

type of observational data gathering used when analyzing brain

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Neuromarketing

type of observational data gathering used when analyzing brain

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Individual Interviews

for idea generation. single researcher, one respondent