Term
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Definition
| Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. |
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Term
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Definition
•meeting needs
•delivering value to all people affected by a transaction
•getting the right product to the right folks at the right time/place for the right price using an appropriate combination of promotional techniques (the four Ps) |
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Term
| What is marketing RESEARCH |
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Definition
...the function that links an organization to its market through the gathering of information. This information allows for the identification and definition of market-driven opportunities and problems and allows for the generation, refinement and evaluation of marketing actions. It allows for the monitoring of marketing performance and improved understanding of marketing as a business process.
... the systematic process of using formal research and consistent data gathering to improve the marketing function within an organization. This information is used to identify opportunities and problems, monitor performance, and link marketing inputs with outputs of interest, such as awareness, satisfaction, sales, share and profitability. |
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Term
What is the marketing CONCEPT?
what did it give rise too? |
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Definition
The (marketing) concept introduces the marketer at the beginning rather than at the end of the production cycle and integrates marketing into each phase of the business. Thus, marketing, through its studies and research, will establish for the engineer, the designer, and manufacturer, what the customer wants in a given product, what price he (or she) is willing to pay, and where and when it will be wanted. Marketing will have authority in product planning, production scheduling, and inventory control, as well as in sales, distribution, and servicing of the product.
GAVE RISE TO THE MARKETING SYSTEM |
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Term
| When do you not need to conduct research? |
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Definition
1. sufficient information on a decision already exists
2. insufficient time, make a decision on the spot
3. insufficient resources
4. when costs of research are more than its benefits |
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Term
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Definition
•Like to explore new questions
•Can tolerate long investigations
•Not concerned about cost
•Enjoy surprises
•Tentative; speak in probabilities • Interested in past behavior |
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Term
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Definition
•Want info to confirm decision
•Want quick information
•Less willing to pay for more info
•Dislike & reject surprises
•Decision- and results-oriented
•Interested in future performance |
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Term
| What do the researcher and decision maker focus on? |
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Definition
Decision maker: obvious measurable symptoms
- loss of sales,low traffic, decreased market share, unhappy customers
Researchers: Real business/decision problems
- marginal performance of sales force, inappropriate delivery system, low quality products, unethical treatment of customers |
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Term
What are some unethical activities?
By client |
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Definition
1. Solicit proposals, but choose none. Use proposals as a guideline for how to conduct one’s own study.
2. Promise a long-term relationship to get a low introductory rate, but then never follow through with more projects |
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Term
What are some unethical activities?
By respondent |
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Definition
| Give misleading responses (can include “socially desirable” responding) |
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Term
| What are the 11 steps in research process? |
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Definition
1.Identify and clarify information needs
2. specify research questions and define research problems
3. confirm research objectives and evaluate the value of the information
4. determine research design and data resources
5. determine sample plan and size
6. assess measurement issues and scals
7. pretest the questionare
8. collect and prepare data
9. analyze the data
10. transform data into information and prepare the final report |
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Term
| Qualitative vs Quantitative |
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Definition
qualitative: Used in exploratory designs to gain prelminary insights into
decision problems and opportunities
Quantitative: Using formalized standard questions and predetermined response options (yes, no) in questionnaires or surveys administered to large numbers of respondents |
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Term
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Definition
Formalized small group of people have an interactive,
spontaneous discussion on one topic or concept |
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Term
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Definition
help identify root problems/underlying symptoms
help identify questions to ask in a survey
provide insights to quantitative results
undercover hidden needs, wants, attitudes, feelings, perceptions, and motives regarding products/services
help develop new measures for qauntitative ways |
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Term
| How to compose a focus group? |
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Definition
-select a group of good pariticpants (homogenous makes more comfortable, but should have some variability)
- potential group members should have enough knowledge to contribute
- try to incorporate some randomization in selection
- size should be between 8-12 people with a moderator
- use a friendly invite and provide incentives (typically between $75-100$
- pick a comfortable location |
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Term
Some additional Interview techniques
-case study
-experience interviews
-protocol interviews |
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Definition
Case Study: analyze in depth one or more situations similar to the problem you are trying to solve
Experience Interviews: interview people believed to be knowledgeable about the problem you are trying to solve.
Protocol Interviews: ask people to verbalize the thought processes and activities they would go through in a given situation |
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Term
Projective Techniques
DEFN
TYPES |
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Definition
Definition: techniques that allow a person to "project" their thoughts, feelings, or motives onto others, a situation, or an object
TYPES
word assc: when i say go you say ___
sentence completion: students at wsu are__
picture tests: write or tell a story in response to a picture
Thematic apperception test: series of pictures; you tell the story
cartoon (balloon) test: fill in the dialogue of a cartoon
-role playing in a given situation |
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Term
Analyzing qualitative data:
Inductive Approach |
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Definition
goal is understating why people do what they do and what products/service mean to them
- insights and theory development are "bottom up"
- they emerge as researchers read and interpret responses
- insights are contextualized within a culture/subculture (thick description) |
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Term
| Dr. Coltaire Rapaille's approach |
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Definition
| Now, my experience is that most of the time, people have no idea why they’re doing what they’re doing. They have no idea, so they’re going to try to make up something that makes sense. Why do you need a Hummer to go shopping? “Well, you see, because in case there is a snowstorm.” No |
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Term
Triune Brain Theory
Paul D. MacLean |
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Definition
reptillian: insticts (oldest part of brain)
limbic system: emotion
Neocortex: higher order thought |
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