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| person at and adv agency primarily responsible for account planning |
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| systematic gathering, recording, adn analysis of info to help managers make marketing decisions |
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| gathering and analysis of info specifically to develope or evaluate adv strategies |
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| used to help define the product concept or to assist in the selection of target markets, adv messages, or media vehicles |
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| testing the effectiveness of an adv for gaps or flaws in message content before recommending it to clients, coducted through focus groups |
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| testing the effectiveness of an adv after it has been run |
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| second step in the research process, designed to explore a problem by reviewing secondary data adn interviewing a few key people with the most info to share |
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| research info gained directly from the market place |
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| info that has previously been collected or published |
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| collecing primary data directly fromthe marketplace using qualitative or quantitative methods |
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| intense interview, prove deep feelings |
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| tries to determine market variables according to unquantifiable criteria such as attitudes, beleifs, and lifestyle |
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| quantitative research (#) |
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| tries to determine market variable according to reliable hard statisitcs about specific market conditions |
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| get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives |
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| qualitative research aimed at probing the deepest feelings, attitudes, and beleifes of respondents through in-depth interviews adn focus groups |
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| qualitative method of research; 4 or more people discuss a product or service |
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| intensive research technique, involves trying to understand behavior and culture by going out an talking to people |
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| monitoring people's action by observing |
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| researcher alters the stimulus received by a test group/s and compares the results with those of a control group that did nto recive the alterd stimulus |
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| isolated geographic area used to introduce adn test the effectivenss of a product, ad campaign, prior to a nationa rollout |
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| quantitave research, conducted in person, mail, phone, internet |
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| method of pretesting, designed to elicit a full range of responses to the ad. |
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| type of pretest in which tapes of test commercial are shown to customers usually in shopping places |
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| method of pretesting; commerical are grouped with noncompetitive control commericals and shown to measure their effectiveness in gaining attention |
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| type of pretest, the usually seeks to measur the effectiveness of an ad campaign in createing a favorable image for a company, its brand, or its products |
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| posttesting used to determine the extent to which an ad and its message have been noticed,read, or watched |
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| consumer responds to an ad for info or free samples |
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| effectiveness of campaigns than of individual ads or components of ads |
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| must reflect the ture status of the market |
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| portion of the population selected by market researchers to represent a targeted population, free trial of a product |
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| everyone has an equal chance |
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