Midterm content Flashcards
Motivation
occurs when a need is aroused that the consumer wishes to satisfy.
Drive Theory
One of the theoretical categories of motivational strength. Focuses on biological needs that produce unpleasant states of arousal. Ex. Stomach grumbling during morning class. We are motivated to reduce the tension caused by this physiological arousal.
Tension
is the unpleasant state that exists if a person’s consumption needs are not fulfilled.
Homeostasis
is the state of balance among all body systems needed for the body to survive and function correctly.
Expectancy Theory
Behaviour is largely pulled by expectations of achieving desirable outcomes-positive incentives- rather than pushed from within. Positive incentives may include money or social status.
Motivational Direction
Motives have direction as well as strength. Most goals can be reached by a number of routes, and the objective of marketers is to convince consumers that the alternative they offer provides the best chance to attain the goal.
What is the manipulated factor in research studies?
aka independent factor refers to the variable that the experimenter changes to observe the effect
What is the dependent factor in research studies?
Is the outcome that the experimenter measures in response to the manipulated factor.
Primary data
Collection of new data
Secondary Data
Data previously collected
What are some examples of qualitative methods
Interviews, ethnographic, focus groups, text and image analysis, diary studies.
Give some examples of quantitative research
Panel data, surveys
What is descriptive objective in market research?
Size, characteristics of target market
What kind of an objective is it when Sam is gathering insights or formulating a hypothesis?
Exploratory
