WEEK 2 Flashcards
is a branch of learning that has its
discipline and roots in Marketing Research. Part of having a successful marketing strategy is to analyze the behavior of its consumer.
Consumer Research
• A consumer behavior research
methodology that considers the
consumer behavior discipline as an
applied marketing science. Its major
emphasis is on consumer decision
making.
POSITIVISM
• A postmodernist approach to the
study of consumer behavior that
focuses on the act of consuming
rather than the act of buying
INTERPREVITISM
• is predominantly number-driven.
• descriptively graphical in nature. methods include:
Experiments
Survey techniques
Observation
QUANTITATIVE RESEARCH
a psychological measurement device that is used to gauge attitudes,
values and opinions. the respondents specify their level of agreement or disagreement.
LIKERT SCALE
is a statement that the respondent is expected to assess n a study
LIKERT ITEMS
subjects rank items in order of preference within a specified
criterion. The measure of ‘order’ can include such as preference, importance, liking, effectiveness and so on.
Rank Order Scales
a seven-point rating scale used to derive the respondent’s attitude towards the given object or event by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”)
Semantic Differential Scales
– a method of rating or predicting the likelihood of a prospective customer to purchase
Behavior Intention Scales
deals with consumer insights in a visual form or in words. often used as exploratory research.
Qualitative Research
• is a market research tool that relates collage research and metaphor analysis to bring to the surface the mental models and the major themes that coerce consumer thinking and behavior.
Zaltman Metaphor Elicitation Technique (ZMET)
Zaltman Metaphor Elicitation Technique (ZMET) It was developed by
Dr. Gerald Zaltman at the Harvard Business School in the early 1990s
A study has WHAT if it gathers the applicable data for the study.
VALIDITY
A study has WHAT if the equivalent enquiries, asked of a comparable sample, produce identical conclusions
RELIABILITY
