Marketing Research (Chapter 5)
Data collected firsthand specifically for a current research problem.
What is primary data?
This was the example product we discussed in class that uses an undifferentiated marketing strategy.
What is salt?
This is the first step in the consumer buying decision process where a person realizes they have a need.
What is problem recognition?
Buying a jacket because it suddenly got cold outside and started raining is an example of this type of influence.
What is a situational influence?
A company continues purchasing the same office supplies from the same vendor with no changes.
What is a straight rebuy?
This type of research is used to confirm insights and help make final decisions using structured data.
What is conclusive research?
This type of segmentation groups consumers based on age, gender, or income.
What is demographic segmentation?
It’s lunchtime in Meridian, MS, and you decide between Chick-fil-A, Newk’s, or Sake Sushi based on places you’ve eaten at before. Which aspect of consumer buying behavior is this?
What is internal information search?
These are the three main types of influences on consumer buying behavior.
What are situational, psychological, and social influences?
A company is purchasing a product for the first time and must gather detailed information and evaluate suppliers.
What is a new task purchase?
The goal of this type of research is to gain background information and insights when a problem is not clearly defined.
What is exploratory research?
A company uses one marketing strategy to reach the entire market rather than targeting specific segments.
What is undifferentiated targeting?
This step involves comparing different brands based on factors like price, quality, or features.
What is evaluation of alternatives?
A college student buys a brand of shoes because their friends wear them and recommend them. Which type of influence is this?
What is a social influence?
In a family, one parent filters out ads, ignores sales calls, and decides which product information the rest of the family sees before a purchase is made.
Who is the gatekeeper?
A company notices declining sales but does not yet know why, so they clearly identify and define the issue before collecting data.
What is defining the problem?
**Or what is the first step of the marketing research process?
A company markets Jeep vehicles more heavily in mountainous regions where terrain and weather conditions increase demand.
What is geographic segmentation?
After buying an expensive pair of shoes, a student feels unsure if they made the right decision and starts second-guessing their purchase.
What is cognitive dissonance?
A friend recommends a specific laptop and helps you compare features, but does not make the final decision.
What is the influencer?
A county government purchasing new sheriff vehicles for law enforcement is an example of this type of business market.
What is a government market?
A company is participating in this when they collect customer feedback through surveys, interpret the data, and share the results to guide business decisions.
What is marketing research?
A company is using this when it gathers expert opinions through multiple rounds of questioning to predict future market trends.
What is the Delphi Technique?
A student realizes their laptop is too slow, researches options online, compares brands, purchases one, and later decides whether they are satisfied.
What is the consumer buying decision process?
A professional golfer like Scottie Scheffler recommends a specific brand of golf clubs, influencing consumers to purchase that brand.
What is an opinion leader?
Your business sells cleaning supplies to other businesses. You can use this system to look up restaurants, schools, and hospitals as potential new customers.
What is NAICS (North American Industry Classification System)?