2/10 Chapter 9 Flashcards
1
Q
consumer decision making process
A
- need recognition
- information search
- evaluation of the alternatives
- purchase
- post purchase behavior
2
Q
high vs low involvement
A
high follows the steps, low doesn’t
3
Q
high
A
extensive info promotion to target market
4
Q
low
A
little info, something that grabs your attention
5
Q
marketing research
A
the process of planning, collecting, and analyzing data relevant to a marketing decision,
questions it answers
6
Q
goals of market research
A
describe, diagnose, predict
7
Q
marketing research steps
A
- identify the problem
- plan the research design
- decide on sampling procedure
- collect data
- analyze data
- report
- Follow
8
Q
identifying the problem
A
hardest part
9
Q
plan the research
A
examine constraints, decide what is important
usual starting point: secondary data
10
Q
qualitative method
A
not so much numbers, more quality
11
Q
quantitative
A
statistical analysis
12
Q
qualitative method
A
depth interviews: interviewer speaks very little
13
Q
projective test
A
guessing what people are planning
