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Benefit and lifestyle studies
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Branded “blackbox” methodologies
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Consumer Research 1
Exam 1- ch 1 and 2
| Question | Answer |
|---|---|
| Benefit and lifestyle studies | Examine similarities and differences in consumers’ needs. Researchers use these studies to identify two or more segments within the market for a particular company’s products. |
| Branded “blackbox” methodologies | Methodologies offered by research firms that are branded and do not provide information about how the methodology works. |
| Curbstoning | Data collection personnel filling out surveys for fake respondents. |
| Customer satisfaction studies | These studies assess the strengths and weaknesses that customers perceive in a firm’s marketing mix. |
| Customized research firms | Research firms that provide tailored services for clients. |
| Cycletime research | A research method that centers on reducing the time between the initial contact and final delivery (or installation) of the product. |
| Deanonymizing data | Combining different publicly available information, usually unethically, to determine consumers’ identities, especially on the Internet. |
| Executive dashboard | An intranet for a select group of managers who are decision makers in the company. |
| Importance performance analysis | A research approach for evaluating competitors’ strategies, strengths, limitations, and future plans. |
| Marketing research | The function that links an organization to its market through the gathering of information. |
| Opportunity assessment | Involves collecting information on product markets for the purpose of forecasting how they will change. |
| Positioning | A process in which a company seeks to establish a meaning or general definition of its product offering that is consistent with customers’ needs and preferences |
| Retailing research | Studies on topics such as trade area analysis, store image/perception, instore traffic patterns, and location analysis. |
| Situation analysis | To monitor the appropriateness of a firm’s marketing strategy and to determine whether changes to the strategy are necessary. |
| Standardized research firms | Research firms that provide general results following a standard format so that results of a study conducted for one client can be compared to norms. |
| Subject debriefing | Fully explaining to respondents any deception that was used during research. |
| Sugging/frugging | Claiming that a survey is for research purposes and then asking for a sale or donation. |
| Syndicated business services | Services provided by standardized research firms that include data made or developed from a common data pool or database. |
| Target market analysis | Information for identifying those people (or companies) that an organization wishes to serve. |
| Test marketing | Information for decisions on product improvements and newproduct introductions. |
| Causal research | collects data that enables decision makers to determine cause and effect relationships between two or more variables |
| Census | the researcher attempts to question or observe all the members of a defined target population |
| Descriptive research | collects quantitative data to answer research questions such as who, what, when, where and how |
| Exploratory research | generates insights that will help define the problem situation confronting the researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods. |
| Gatekeeper technologies | technologies such as caller id that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists |
| Knowledge | information becomes knowledge when someone, either the researcher or the decision maker, interprets the data and attaches meaning. |
| Information research process | a systematic approach to collecting, analyzing, interpreting, and transforming data into decision making information |
| Primary data | information collected for a current research problem or opportunity |
| Research proposal | a specific document that provides an overview of the proposed research and methodology, and serves as a written contract between the decision maker and the researcher. |
| Sample | a small number of members of the target population from which the researcher collects data |
| Scientific method | research procedures should be logical, objective, systematic, reliable, and valid |
| Secondary data | information previously collected for some other problem or issue |
| Situation analysis | gathers and synthesizes background information to familiarize the researcher with the overall complexity of the problem |
| Target population | the population from which the researcher want to collect data |
| Unit of analysis | specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. |
Created by:
studyjunk
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