midterm review

Ethnographic research sends observers to interact

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Ethnographic research sends observers to interact with consumers in their natural state. Survey research asks people specific questions and will base certain issues on the number of similar answers. Finally, experimental research compares different subjects by treating them differently. 8. Research can be obtained several different ways: mail, telephone, and personal interviews. Certain forms of research attainment may be more appropriate or reliable than others, but they can also cause problems such as honesty and accuracy in answers. 9. To best attain a customer’s touch points, customer relationship management allows a company more detailed information and maximizes customer loyalty. This information must be used wisely and be made readily available for whoever needs it.
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10. Smaller businesses and non-profit organizations typically have a different outlook at managing their companies. However, it is best to analyze a company the same way a larger corporation does to receive best marketing insights. 11. It is vital for a company that is conducting research to not be too intrusive on their studies. Many people feel as though surveys and interviews are annoying and a personal waste of time, which may cause answers to be less honest, skewing results. Another problem caused by research is that surveys are being abused to become more swayed in order to enhance a specific point, but not to help a specific company as a whole Ch. 5 1. The consumer market consists of all of the individuals and households who buy or acquire goods and services for personal consumption. 2. Marketing stimuli consists of the four P’s, Price, Product, Place and Promotion. A buyer’s characteristics and decision process is what revolves around how marketers choose to achieve buyer incentive. Once in these black boxes these inputs produce observable buyer responses like product choice, brand choice, purchase timing and purchase amount. 3. There are four major factors that influence consumer buyer behavior. Consumer buyer behavior is influenced by four key sets of buyer characteristics. The key buyer characteristics are cultural, social, personal and psychological. 4. Cultural backgrounds, which are the largest sources of how a consumer will choose to make his or her purchases, are learned by a member of society through the set of basic wants, values, perceptions and behaviors. Subcultures, on the other hand, have distinct values and lifestyles and can be based on anything from age to ethnicity. 5. Social factors can also influence a buyer’s behavior. The groups a person is associated with play a huge role in how and what a person buys. Also, psychological factors broken down into motivation, perception, learning, and beliefs greatly influence a consumer’s buying choices. 6.
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Ethnographic research sends observers to interact with...

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