Term
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Definition
market size: growth
consumer: background, lifestyle, etc
use: how, why, when, where
buying processes: how, why, when, where
brand loyalty
segmentation: income race, etc |
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Term
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Definition
market share: you vs. competition
sales: how competition is doing
awareness of competitive brands
repurchase rates: how often
marketing activity of others
customer satisfaction |
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Term
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Definition
| effectiveness of: sales forces, distribution, advertising, promotional programs, pricing strategy |
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Term
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Definition
| technology, media, culture, government, economy |
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Term
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Definition
| secondary data analysis, case analysis, focus groups, depth interviews, nominal group technique |
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Term
Nominal Group Technique
(Process) |
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Definition
| orientation, generate ideas, record ideas, discuss and clarify, vote on items, tally results, discuss vote within groups, big session with all groups |
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Term
Nominal Group Technique
(Goals) |
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Definition
| aid creativity and participation, develop perception of critical issues, identify priorities on problem issues, diversity of viewpoints, balanced participation among groups |
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Term
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Definition
places something in a category
identifies or classifies things
numbers are arbitrary
mutually exclusive
collectively exhaustive
STRONGLY NOT RECOMMENDED |
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Term
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Definition
| Mac vs. PC, social security numbers, jersey numbers |
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Term
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Definition
indicates relative position in order, not distance
numbers have limited meaning
NOT RECOMMENDED |
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Term
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Definition
| tennis ranking, NCAA ranking |
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Term
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Definition
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Term
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Definition
numbers have meaning and magnitude
distance between consecutive points assumed equal
can disclose level of knwldge, perf, etc
still ranks, but with more levels
RECOMMENDED |
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Term
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Definition
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Term
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Definition
true zero point
actual amounts of variables
ratio values |
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Term
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Definition
| age, income, number of songs on iPod |
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Term
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Definition
| "check adjectives that describe ____" |
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Term
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Definition
| check any alternative that you like |
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Term
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Definition
| check only one alternative. |
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Term
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Definition
| items judged on a single dimension |
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Term
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Definition
pick a number from a scale to show how important each factor is...
not 2 3 4 5 very |
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Term
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Definition
| states issue or opinion, determines where you stand on it |
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Term
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Definition
indicate your level of agreement...
strongly disagree.....strongly agree |
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Term
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Definition
| bipolar words connected by a scale |
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Term
Semantic Differential
(EX) |
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Definition
| Kams? - LAME 2 3 4 5 6 7 AWESOME |
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Term
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Definition
| how often you do something |
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Term
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Definition
how often do you do the following...
always...sometimes....never |
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Term
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Definition
| learn what proportion of resource or activity has been devoted to something, good for measuring recent past activity |
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Term
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Definition
| where do you go to study? how many times do you go to each? frat, library, union, etc. |
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Term
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Definition
| rows and columns used to combine scales |
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Term
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Definition
| physical data, sensation, organization, interpretation |
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Term
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Definition
perceive through your brain
ex. ad, package, price tag, display |
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Term
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Definition
attention to object or environment
ex. taste, smell, hear, touch |
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Term
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Definition
| categorize by matching sensed stimulus with similar stimuli |
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Term
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Definition
attach meaning, place value
judge whether: good/bad, better/worse, etc |
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Term
| Factors Shaping Perception |
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Definition
| stimulus characteristics, context, customer characteristics |
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Term
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Definition
| nature of the info you get from the environment |
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Term
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Definition
| setting in which the information is received |
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Term
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Definition
| personal knowledge and experience, expertise on the topic, prior experience with similar stimuli |
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Term
| Biases in Perceptual Processes |
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Definition
| exposure, attention, comprehension, retention |
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Term
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Definition
consumers choose whether or not to make themselves available to info
ex. choose to turn on tv |
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Term
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Definition
| consumers choose whether or not to attend to stimuli |
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Term
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Definition
| consumers interpret information based on their own attitudes, beliefs, motives, and experiences |
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Term
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Definition
| consumers remember some info but not all of it |
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Term
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Definition
learn association between two stimuli because of constant appearance as a pair
ex. pairing brands with a celebrity |
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Term
| Instrumental Conditioning |
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Definition
consumers learn to respond to awards
ex. Honey Nut Cheerios help lower cholesterol |
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Term
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Definition
consumers learn by observing others
ex. teachers and coaches |
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Term
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Definition
| consumer strategy of simplifying task, learning from past helps them solve problems more efficiently, routinization |
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Term
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Definition
| consumer's desire to redefine a problem so there are new decisions to be made. 3 FACTORS |
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Term
| 3 Factors Related to Complication |
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Definition
| Boredom, Maturation (evolving), Forced Irrelevance (your option is no longer available) |
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Term
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Definition
Physiological (oxygen, food, water, etc.) Safety
Love, Affection and Belongingness
Needs for Esteem
Needs for Self-Actualization (do what you were born to do) |
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Term
Four Modes of Consumer Decision Making:
Extended Problem Solving |
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Definition
low experience, high involvement
deliberate decision making process
ex. buying a home |
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Term
Four Modes of Consumer Decision Making:
Limited Problem Solving |
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Definition
low experience, low involvement
trying first brand encountered
ex. couple with baby try Pampers |
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Term
Four Modes of Consumer Decision Making:
Brand Loyalty |
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Definition
high experience, high involvement
consumers repeatedly buy a single brand
ex. Coke, Apple, Nike |
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Term
Four Modes of Consumer Decision Making:
Habit or Variety Seeking |
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Definition
high experience, low involvement
Habitual example: buy laundry detergent, fits needs, run out and buy it again
Variety: switch brands in a category at random
ex. soda, alcohol, snacks, cereal |
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Term
| Multi-attribute Attitude Models (MAAM) |
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Definition
| provide a framework and set of research procedures for collecting info from consumers to assess their salient beliefs and attitudes about brands |
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Term
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Definition
| evaluation criteria, importance weights, consideration set, beliefs |
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Term
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Definition
the ways of life that an individual acquires from his/her group
*surrounds the creation, transmission, reception, and interpretation of ads and brands |
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Term
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Definition
defining expressions of culture about what is important
*advertisers try to associate their product with a cultural value or criticize another brand's values |
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Term
| Social Class/Stratification |
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Definition
| relative standing in a social system |
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Term
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Definition
| generalized set orientation to consumer preferences |
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Term
| Inter-generational Effect |
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Definition
| it worked for my parents, so it should work for me |
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Term
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Definition
| tracking the age of the youngest child in the family and using it as a planning criterion |
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Term
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Definition
| group of people who are similar in some important way |
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Term
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Definition
| groups of consumers who feel a commonality and a shared purpose attached to a good or service |
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Term
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Definition
| generally consistent findings over time |
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Term
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Definition
| information generated is relevant to the questions being investigated |
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Term
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Definition
| can one trust the data, and to what extent? |
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Term
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Definition
| determined by asking what the measures have to do with determining a good ad |
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Term
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Definition
| seeks feedback designed to screen the quality of a new idea using consumers as the judge and jury |
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Term
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Definition
| designed to allow consumers to project their thoughts, but mostly feelings onto a blank surface |
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Term
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Definition
| dialogue balloons, story configuration, sentence and picture completion, ZMET (think in terms of metaphors) |
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Term
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Definition
| usually conducted in home or site of consumption, learn from experiences of the consumer and direct observation |
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Term
| Dun & Bradstreet Market Identifiers |
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Definition
listing of 4.3 million businesses
info includes: number of employees, activities, location, etc.
*used to identify markets, build mailing lists |
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Term
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Definition
data from grocery stores, drug stores, and retailers
info on prices, displays, and advertising |
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Term
| National Purchase Diary Panel |
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Definition
13,000 families participate
record monthly purchases in 50 categories
info includes: brand, amount, price, use, etc. |
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Term
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Definition
| info from different geographical points on socioeconomic, type of dwelling, durable goods ownership |
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