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MKT Module 3

QuestionAnswer
Need Recognition Realizing you need something.
Present State Where you are now.
Preferred State Where you want to be.
Information Search Looking for information.
Evaluate Alternatives Comparing your choices.
Awareness Set Brands you know.
Evoked Set Brands you would consider.
Consideration Set Brands you're choosing between.
Acceptable Brand meets your needs.
Unacceptable Brand does not meet your needs.
Overlooked Brand you know but don't consider.
Compensatory Model Good features make up for bad ones.
Non-Compensatory Model One bad feature can eliminate a choice.
Multi-Attribute Model Compare products using several features.
Conjunctive Rule Product must meet all minimum requirements.
Lexicographic Rule Choose the best on the most important feature.
Purchase Decision Choosing what to buy.
Post-Purchase Evaluation Evaluating your purchase.
Cognitive Dissonance Doubt after buying.
No Cognitive Dissonance No doubt after buying.
Cognitive Dissonance Resolved Doubt goes away.
Cognitive Dissonance Unresolved Doubt stays.
Reference Group Group that influences your decisions.
Social Class Group with similar income, education, and lifestyle.
Primary Group Close relationships like family and friends.
Secondary Group More formal or less frequent groups.
Aspirational Group Group you want to join.
Non-Aspirational Group Group you do not want to be part of.
Selective Exposure Paying attention to certain information.
Selective Distortion Changing information to fit your beliefs.
Selective Retention Remembering information that supports your beliefs.
Lifestyle How a person lives.
Personality A person's consistent traits.
Image-Congruence Hypothesis People buy products that match their self-image.
Beliefs What you think is true.
Attitudes Your feelings and opinions about something.
Theory of Reasoned Action (TORA) Theory that predicts behavior from attitudes and social influence.
Central-Route Processing Carefully thinking about information.
Peripheral-Route Processing Making decisions using simple cues.
Behavioral Intention (BI) What you plan to do.
Attitude Toward the Act (Aact) How you feel about the behavior.
Subjective Norm (SN) How other people influence you.
BI = Aact + SN Behavioral intention equals attitude plus social influence.
Marketing Research Collecting information to solve marketing problems.
Descriptive Research Describes what is happening.
Diagnostic Research Explains why something happened.
Consumer Insight Understanding what customers think and do.
Reliability Results are consistent.
Validity Measures what it is supposed to measure.
Representativeness Sample reflects the population.
Primary Data Data collected firsthand.
Secondary Data Data collected by someone else.
Exploratory Research Research to learn about a problem.
Explanatory Research Research that explains relationships.
Ethnographic Research Research by observing people.
Ordinal Scale Ranks items in order.
Ratio Scale Has equal intervals and a true zero.
Likert Scale Agreement scale (Strongly Agree to Strongly Disagree).
Semantic Differential Scale Rate something between opposite words.
Cluster Sample Randomly select groups.
Stratified Sample Randomly sample from every group.
Quota Sample Collect a set number from each group.
Snowball Sample Participants recruit more participants.
Judgment Sample Researcher chooses participants.
Conversions (KPI) Measures completed actions.
Traffic (KPI) Measures website visitors.
Page Performance (KPI) Measures how pages perform.
Engagement (KPI) Measures user interaction.
Surveys, Polls & Recordings (KPI) Measures customer feedback and behavior.
SEO (KPI) Measures search engine performance.
Brand Development Index (BDI) Measures brand performance in a market.
Category Development Index (CDI) Measures product category performance in a market.
Created by: user-1886677
 

 



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