Chapter 16 Flashcards
What part of the brain is associated with personal experiences
Episodic Memory
What are the three foundational elements for developing strong memories?
Story, Place, & Emotion
Humans are what type of learners?
Emotional and Visual
What strengthens memories
Stories
Consumer research process Step 1
Define the research objectives
Research Objectives
Describe the topic of your research, what it is trying to achieve, and explain why you are pursuing it.
Step 2 in consumer research process
Collect secondary data
Examples of secondary data
segmentation data, government, and nongovernment agencies, internet, public libraries, educational institutes, and commercial information sources.
Step 3 of consumer research process
Primary Research/ Create, conduct, and collect primary research
Qualitative research typically happens before quantitative research. True or False
True
Exploratory Purposes
New ideas for products or promotional themes = Qualitative
Descriptive Purposes
Count the number of consumers who match the demographics or psychographics of the target market = Quantitative
Qualitative research helps businesses understand big-picture consumer habits. True or False
True
Qualitative research uncovers perceptions motivations attitudes and trends. (True or False)
True
Quantitative research confirms or rejects subjective findings (true or false)
True
Motivational Research
designed to uncover consumers’ subconscious or hidden motivations in the context of buying and consumption.
Quantitative research is ideal for testing initial ideas (true or false)
True
3 types of qualitative research
Ethnographic, Depth Interviews (IDIs), and focus groups
Ethnographic Research
A qualitative method for collecting data through observations and interviews, which are then used to conclude how societies and individuals function.
How many products are launched each year? and how many of them fail?
30,000 new products and 90% of them fail
Questionnaries inlcude what type of questions?
Substantive questions and pertinent demographic questions
Different types of surveys
Likert scales (agreement or disagreement), semantic differential scales (bipolar adjectives), behavior intention scale, rank order scales
