Market Research
Data that represent unquantifiable information, the motivations or the "why" behind much of hte data that can be counted with numbers
Qualitative Data
Which generation allows their personal networks to weigh in on their buying decisions?
Generation Z
What was Zollipops positioning strategy?
Healthy
Brands for which the products are sold by the manufacturer, and therefore, the brand remains consistent nationally.
name brands
Messaging for which a company spends money
Paid media
quantitative data
Which generation regularly consumes advertising from social media, mobile channels and cable television?
Generation X
Which positioning strategy focuses on providing consumer safety?
Safe
Store or regional brands
private label brands
Messaging for which a company has control and distributes on its channels of communication
owned media
Gatherings of participants assembled for the purpose of providing responses and perspectives relative to provided topics.
focus group
Which generation does the majority of their purchasing research on a computer rather than a mobile device?
baby boomers
Which positioning strategy focuses on the impact of a business's operations on the area is services.
community-minded
Brand that do not carry the name of the company that produced the products and that are not advertised.
generic brands
content provided by sources outside of a company but for which the company did not pay
earned media
List one thing that market research can help a company do.
identify target market
create more effective messaging
gain perspective from current customers
gauge brand recognition and perception
Gather insights about current products/services
make decisions about potential products/services
get a clearer picture of the competition
build brand credibility
Which generation wans to feel emotionally connected to the purchase experience and, often, the brand iteself?
millennials
Which positioning strategy focuses on being environmentally friendly.
Green
brand image of a corporation as a whole rather than of a particular product
corporate brand
Modes for the transfer of goods from manufacturers to consumers
distribution channels
What type of research involved using databases, industry content, news article and academic journals to gather information.
secondary
What are the 6 steps of the consumer behavior process?
recognition
information gathering
decision-making
purchase
evaluation
disposal
Give an example of a company with a low cost positioning strategy.
multiple
Describes the particular benefit - the value - the product will deliver to the customer.
value proposition
Outlets that transfer products from the manufacturer to the retailer
wholesaler