MAR 4613 Marketing Research Exam 2 Study Guide Chapters 5 8 1 Chapter 5 Observation 1 List The Seven Kinds Of Primary Data About Individuals That Interest Marketers a Demographic Socioeconomic Characteristics i Ex Age education occupation marital status gender income and social class ii Demographic variables are often used as a basis for market segmentation b Personality Lifestyle Characteristics i Ex Personality Traits Activities Interests Values ii Personality refers to the normal patterns of behavior exhibited by an individual that distinguishes that individual from others iii Lifestyle Analysis is based on the idea that a company can be more successful if it knows more about its customers in terms of how they life what interests them and what they like c Attitudes i Attitude refers to an individual s overall evaluation of something 1 Attitude is one of the more important notions for marketers ii Marketers work hard to deliver products and services that customers will evaluate positively d Awareness Knowledge i Awareness Knowledge as used in marketing research refers to what respondents do and do not know or believe about some product brand company advertisement or other element 1 Unaided Recall refers to a method used to measure awareness in which consumers without being given any clues are asked to recall what advertising the have seen recently Unaided recall represents the highest level of awareness 2 Aided Recall refers to a method used to measure awareness in which consumers are prompted typically with a category cue They are asked to remember all ads or brands that they have seen for products or services in a particular product category Aided Recall represents a relatively high level of awareness but the presence of the cue makes the task easier than unaided recall 3 Recognition refers to the method used to measure awareness in which consumers are shown actual advertisements brand names or logos and are asked whether they remember seeing each one Because the task is simply to recognize whether they have seen the ad the recognition task is much easier for respondents and represents a lower level of awareness e Intentions i A person s intentions refer to his her anticipated or planned future behavior ii Intentions are often gathered by asking respondents to indicate which of the following best describes their plans with respect to a new product or service 1 Intentions receive less attention in marketing than other types of primary data because there is often a big difference between what people say they are going to do and what they actually do f Motivation behavior toward goals i A motive is a need want drive urge wish desire impulse or any inner state that directs ii A marketing researcher s interest in motives typically involves determining why people behave as they do This is because if we understand the forces underlying consumer behavior we are in a better position to design and offer products and services that can satisfy the motives driving that behavior 2 2 What Are The Two Methods Of Obtaining Secondary Data g Behavior i Behavior concerns what individuals have done or are doing in marketing this usually means purchase and use behavior ii Behavior is a physical activity or action that takes place under specific circumstances at a particular time and involves one or more actors or participants 1 One of the key issues in capturing behavioral data is deciding exactly what behaviors to capture Thus the study of behavior involves the development of a description of the purchase or use activity either past or current with respect to some of all of the following characteristics What How Much How Where When and Who iii Behavioral data can be obtained by observing behaviors or by asking respondents to report iv Web Analytics refers to the process of tracking behavioral information via the use of the their behaviors Internet a Communication questionnaire b Observation either form c Advantages Disadvantages disadvantages i Communication involves questioning respondents to get the information you need using a 1 The questions may be verbal or in writing and the responses may also be given in i Observation does not involve questioning Instead you ll carefully watch what individuals do in a particular situation and record relevant details and behaviors 1 The observations can be recorded either by person or by mechanical devise i Both communication and observation research methods have advantages and 1 In general the communication method of data collection has the general advantages of versatility speed and cost while the observational method is typically more objective and accurate The Graphic On The Following Page Summarizes The Basic Approaches And Decisions For Collecting Primary Data 3 Communication Observation Degree of Disguise Degree of Structure Method of Administration Degree of Structure Degree of Disguise Setting Method of Administration Structured Unstructured Undisguised Disguised Personal Interview Telephone Interview Mail Questionaire Internet Based Questionnaire Structured Unstructured Undisguised Disguised Natural Contrived Human Mechanical 4 3 Observation Research a Communication based research relies on interviews and surveys and as a result there are a lot of ways for error to enter into the analysis Although observational research is not completely free from error it is often the best method for generating valid data about what people do b When researchers use this approach the observations must be systematically planned and carefully recorded c Observation research does not have to be sophisticated to be effective i It can be as simple as a retailer using different colored promotional flyers for each zip code to which it is mailed or a using scuffmarks on a museum floor to measure the popularity of a display d Sometime observation research is more sophisticated i Researchers have used two way mirrors to view consumers Also market researchers have used sensors to determine what radio stations consumers listen to in order to best decide which stations to advertise on e Structured vs Unstructured Observation i Structured Observation applies when the researcher problem has been defined precisely enough so that you can specify the behaviors to be observed as well as the categories used to record and analyze the situation ii Unstructured Observation is used for studies in which the research problem has not been precisely defined and you have a great deal of
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