Bus 112 Exam 1 Study Outline

Bus 112 Exam 1 Study Outline - EXAM 1 STUDY OUTLINE CHAPTER...

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EXAM 1 STUDY OUTLINE CHAPTER 2 (LECTURE 2) Developing and Using Information About Consumer Behavior I0. Consumer Behavior Research Methods0 A0. Many tools are available for the consumer researcher to use.0 10. A survey is a written instrument that asks consumers to respond to a predetermined set of research questions.0 a0) Surveys may be used to understand a specific customer segment, gather demographic information, and help marketers learn about media usage and product purchase. 20. Focus groups are gatherings of 6 to 12 consumers who are asked to discuss an offering or an issue and are led by a moderator.0 a0) The groups may be conducted in person, by telephone, or by use of a computer. 30. Interviews are one-on-one sessions and are appropriate for sensitive, confidential, or emotionally charged topics. 40. Consumers are sometimes asked to tell stories about products, respond to pictures or photographs, or keep diaries. 0 a0) The information helps marketers to understand consumers’ needs, identify product attributes that will meet these needs, determine what consumers think of a particular store and/or purchase situation. 50. Experiments help marketers determine whether a marketing phenomenon affects consumer behavior. 0 a0) By controlling variables and randomly assigning consumers to “treatments,” researchers are able to determine whether there is a cause-and-effect relationship among phenomena. b0) Experiments may be conducted in a controlled laboratory setting or in the field (real-life situation). 60. Conjoint analysis is a tool used to estimate the value a consumer places on the characteristics of a product. 0 a0) Similar to trade-off analyses (e.g., “How much more would you pay for this added feature?”). b0) Determines relative importance of different levels of product attributes. 70. Researchers sometimes observe consumers to learn about their product decisions.0 a0) Consumer researchers may use ethnographic research, by unobtrusively observing consumers in real-world situations. b0) Web-tracking software allows researchers to observe consumer behavior on-line. c0) Purchase panel data can keep track electronically of the buying behaviors of large numbers of consumers.0
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a0) Marketers use panel data to determine who is buying particular products and under what circumstances. 80. Database marketing melds various types of information (demographics, media habits, coupon use, etc.) into a common database.0 a0) Marketers can use database marketing information to tailor their targeting and positioning strategies. b0) Data mining is a technique that searches consumer databases for patterns in the frequency, recency, and monetary value of consumer purchases to help identify likely consumers.
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CHAPTER 3 (LECTURE 3) Motivation, Ability, and Opportunity 0 II0. Consumer Motivation and Its Effects 0 A0. Motivation Definition0 10. Motivation is an inner state of aroused energy directed toward achieving a goal. 20.
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Bus 112 Exam 1 Study Outline - EXAM 1 STUDY OUTLINE CHAPTER...

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