Flashcards
Chapter 8 flashcards Marketing
Cards in this deck (31)
- 17 uses of social media1. To listen to customers
2. To monitor competitiors
3. To track trends
4. For real time quick research
5. Broaden scope of marketing research
6. To engage customers instead of just asking questions
7. Cost effective research - 2Marketing researchProcess of defining a marketing problem or opportunity, systemically collecting and analyzing info, and recommending actions to improve a companies marketing activities
- 33 types of marketing researchExploratory
Descriptive
Casual - 4ExploratoryPreliminary research. Does not define the problem right away but discovers the scope and nature the problem. Quick and basic
- 5DescriptiveResearch designed to focus on a certain problem.
- 6CasualDesigned to identify cause an effect relationships among variables. How one problem affects another.
- 7Scientific method of the research processProcess of systematically collecting, organizing, and analyzing data in an unbiased, objective manner. reliability and Validity
- 8ReliabilityAbility to replicate research results under identical environmental conditions.
- 9ValidityInvolves the notion of whether the research measured was what was intended to be measured.
- 104 stages of problem identification1. Defining the problem
2. Determining research design
3. Collecting and analyzing data
4. Drawinng conclusions and preparing a report - 11Problem definitionResearcher has to know where the problem has to end to know where it is supposed to start. "A problem well defined is a problem half solved"
- 12ProblemOppourtunity to explore or oppourtunty to solve
- 13Exploratory research1. Secondary data analysis
2. Focus groups
3. Depth interviews - 14Secondary dataData previously collected and assembled for some project other then the one at hand
- 15Primary DataData gathered and assembled specifically for the problem at hand
- 16Single source dataIntegrated info from multiple different sources that allows marketers to analyze peoples lifestyles.
- 17Focus groupsInformal interview sessions with 6-10 people talk openly about the research project
- 18Formal research design, 3 ways to get descriptive and casual research- surveys
-Experimental
- Observation - 19ExperimentalManipulation of an independent variable (cause) and the measurement of its affect on the dependent variable (effect)
- 20Marketing DriversProduct features, price, or promo used
- 21ObservationWatching, either mechanically or in person, how people behave. In some circumstances, the speed of events or number of events being observed make mechanical or electrical observations better than personal.
- 22Ethnographic researchAnthropologists and other trained observers seek to discover subtle emotional reactions as consumers encounter products in their "natural use enviroments"
- 23NeuromarketingMeasures brain activity to discover how consumers respond to brands and advertising
- 24Is there an optimal research design?No, Lots of variety to solving a marketing problem
- 25SamplingThe process of gathering data from a subset of the total population rather than from all members of that particular population.
- 26Probability samplingInvolves precise rules to select the sample such that each element of the population has a specific known chance of being selected
- 27Non-probablilty samplingThe use of arbitrary judgement by the marketing researcher to select so that the chance of selecting a certain element is either zero or unknown
- 28ConclusionsMay gather data but what can we get out of the data? Giving poor or rigged data is unethical
- 29Intelligent enterpriseUse of data, technology, analytics to convert data into intelligent information
- 30Big dataLots of data from many sources
- 31Data miningExcretion of hidden predictive info from large databases. Discover products that could be sold/ marketed together
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- 2020 Marketing Flashcards on Chapter 8 flashcards Marketing, created by Graham Forrester on 11/10/2018.
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- Graham Forrester
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