Module 7 & 8: Marketing Research and Consumer Behavior

Question 1

Marketing Research

Answer 1

the act of collecting, interpreting, and reporting information concerning a clearly defined marketing problem

Question 2

The Marketing Research Process

Answer 2

1. defining the problem and research objectives
2. developing the research plan for collecting information
3. implementing the research plan – collecting and analyzing the data
4. interpreting and reporting the findings

Question 3

Exploratory Research

Answer 3

used to gather preliminary information and helps to define problems and suggest hypothesis

Question 4

Descriptive Research

Answer 4

used to better describe the market potential for a product or the demographics and attitude of consumers

Question 5

Casual Research

Answer 5

used to test hypothesis about cause and effect relationships

Question 6

Observational Research

Answer 6

gathering primary data by observing relevant people, actions, and situations

Question 7

Ethnographic Research

Answer 7

sending trained observers to watch and interact with consumers in their natural environment

Question 8

Survey Research

Answer 8

asking people questions about their knowledge, attitudes, preferences, and buying behavior

Question 9

Experimental Research

Answer 9

selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

Question 10

Online Marketing Research

Answer 10

data is collected through internet surveys, online focus groups, web-based experiments, and tracking consumers’ online behavior

Question 11

Online Listening

Answer 11

provides valuable insights into what consumers are saying or feeling about a brand

Question 12

Behavioral Targeting

Answer 12

uses online consumer tracking data to target advertisements and marketing offers to specific customers

Question 13

Social Targeting

Answer 13

mines individual online social connections and conversations from social networking sites

Question 14

Consumer Buyer Behavior

Answer 14

buying behavior of final consumersco

Question 15

Consumer Market

Answer 15

all the individuals and households that buy or acquire goods and services for personal consumption

Question 16

External Information Search

Answer 16

consumers seeks information beyond their personal knowledge and experience

Question 17

Internal Information Search

Answer 17

consumers use past experience with items from the same brand or product class as sources of information

Question 18

Evaluative Criteria

Answer 18

consists of attributes that consumers consider important about a certain product

Question 19

Cognitive Dissonance

Answer 19

mental conflict that occurs when consumers acquire new information that contradicts their beliefs or assumptions about the purchase

Question 20

Culture

Answer 20

set of basic values, perceptions, wants, and behaviors learned by an individual from family and other important institutions

Question 21

Subculture

Answer 21

group of people with shared value systems based on common life experiences and situations

Question 22

Total Market Strategy

Answer 22

integrates ethnic themes and cross-cultural perspectives with a brand’s mainstream marketing

Question 23

Social Class

Answer 23

relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors

Question 24

Social Factors

Answer 24

groups, word-of-the-mouth influence, opinion leaders, family, roles and status, online social networks

Question 25

Personal Factors

Answer 25

occupation, age & family life-cycle, lifestyle, economic situation, personality & self-concept

Question 26

Psychological Factors

Answer 26

motivation, learning, perception, beliefs & attitudes