Summarising articles for MARK217

Summarising articles for MARK217 - Consumer Research...

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Consumer Research Methods Summary 16/03/2016 ° Secondary research: data already existed Internal data: past studies, sales reports and accounting records External data: trade journals, government organisations, trade association Electronic research: fast ° Primary research: data collected for the first time in order to answer specific question Sampling: primary data usually involves talking or observing consumers. It takes time to ask every single person that is why we use sampling- selection of a large group of people. Sampling frames: is a list or grouping of individuals or households that reflects the population of interest. *Perfect sampling frame will contain every member of the population at one time. ° Physiological measures: observation of people’s reaction to an advertisement. Controllable (eye movements) or uncontrollable (galvanic skin response). Eye-tracking cameras are used to see how long do people look at an advertisement. ° Projective techniques: designed to measure feelings, attitudes, and motivations that consumers are unable or unwilling to reveal. Examples: surveys, personal interviews, phone, mail. Problem is 50% of people do not participate (nonresponse bias) ° ° Experimentation: changing one or more variables and observing the change has on another variable. Independent variable: variables that change. The change is called “manipulation”. Dependent variable: are the variable(s) that might change with the manipulation. ° ° Conjoint analysis: application of experimentation. If an important attribute is omitted, incorrect market share predictions are likely to result. ° Non-competitive rating: requires the consumer evaluating an object without comparing it to another. Comparative: direct comparison point. Semantic differential scale: requires the consumer to rate an item on a number of scales bounded at each end by one of two bipolar adjectives. Likert scale: ask consumer to indicate a degree of agreement or disagreement with each series of statements related ot the attitude object. ° ° Evaluating advertising effects ° To know if an advertisement is successful it should have these four component:
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Exposure: ( Attention: DAR (TV) Interpretation: focus groups, surverys. Memory: ° ° Marketers seek to influence consumer behaviour by altering with the marketing mix. ° Consumer research is concerned with the influence that marketing mix will have on consumers in terms of: ° What they do (e.g. buying) ° What they believe (e.g. brand image) ° What they know (e.g. where to buy) ° Marketing mix: development, advertising, pricing and distribution. ° *conceptual marketing model figure 2.1 ° ° Market research does not guarantee correct decision making but it considerably improves the chances of this happening.
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