additional M1 Flashcards
3 subfields of CB as a field of study
motivation research
behavioral science
interpretivism
what is motivation research
focusing on in-depth consumer motivations via interviews
how does a consumer’s thought lead to their action?
what is behavioral science
uses scientific method, collects quantitative data that is generalizable
can do experiments where you manipulate a variable to test a hypothesis or marketing science where you use scientific methods (which can include experimentation) to achieve business goals
what is interpretivism
collects very detailed qualitative and subjective data but is not generalizable
deep study of a specific instance
path from market research to outcome
market research
strategy
consumer environment (culture, referents, persuasion attempts, family, ethnicity, class) and internal processes (motivation, learning, perception, identity, lifestyles, attitudes, persuasion)
consumer decision making (decisions, satisfaction, shopping)
outcomes (purchase or attitude change)
what ultimately decides a consumer’s behavior
perception: what they tell themselves about the situation
what is the shift from a selling orientation to a marketing concept
change from simply getting people to by your product (get it off the shelves) to making the purchasing experience more personal, tailoring your product to certain consumers/making it more appealing and satisfying long-term
purpose of planned obsolescence
to help the economy post war (make people buy more)
are there any federal laws in the US that prohibit planned obsolescence?
no
learning plan contents
business objectives and decisions
(key info needs and backward market research)
research objectives
(3-5 major topics/objectives, specific activity on specific segment)
know how you will use the info to make a decision
