Consumer Market Research Exam 1

what is marketing research

the lens through which brands know consumers

marketing research’s function is what

links the consumer, customer, and public to the marketer through info

what is marketing research used for?

brand tracking, market segmentation, new product development, testing, pricing strategies, retail optimization

5 steps in the market process

1. Specifying Info

2. Design the method for collecting info

3. Manage and implement data collection process

4. Analyze the data

5. Communicate findings and their implications

what is the most important step

defining the problem correctly (Specifying info)

what is a research objective

what the researcher needs to do to solve the problem

Three types of research designs

exploratory, descriptive, causal

exploratory research

collected in an unstructured and informal manner, often used when research is not well-defined (focus groups)

three parts to a research objective

the who, the what, the how

descriptive research

quantitative in nature (surveys)

causal research

does one variable cause another to do this (experiments)

two types of reseach

applied and basic

applied research

solves a specific problem

basic

theoretical in nature, advances general knowledge

2 types of problems

failure and opportunity

failure

gap between what we hoped would happen to what did happen

opportunity

favorable circumstance or chance for progress

construct

a theoretical concept used to explain how things work

variable

an attribute that can be measured

top of mind awareness

when a brand or product is the first one a consumer thinks of when considering a specific product or service category

unaided awarenes

a measure of how well a brand is recalled by consumers without any prompts or cues

aided awarenes

a measure of brand recognition where consumers identify a brand or product after being presented with its name or a related stimulus

unconscious bias

the associations we hold that are outside our conscious awareness

what is observational research

the systematic process of recording that behavior of results of behavior, people or objects

what are the 5 pairs of observational research

natural - contrived

open - disguised

direct - indirect

unstructured - structured

human - mechanical

natural

looking or watchin in natural habitat

contrived

controlled environment, isolated

open

subjects know they are being observed

disguised

subjects dont know they are being observed

direct

watch as behavior occurs, can see body language

indirect

observe the result of the behavior after it occurs

unstructured

watching all the behaviors, subjective

structured

has a specific thing to observe

human

an actual human observes

mechanical

using some sort of technology to observe the data

what is ethnography

a qualitative approach where researchers observe consumers in their natural environments

characteristics of a moderator

similar in gender to participants, nonjudgemental, controls nonverbal cues, able to multitask, NOT being a topic expert

secondary data

if the data already exists