Podcast
Questions and Answers
According to the American Marketing Association, market research doesnt like the consumer, customer, and public to the marketer.
According to the American Marketing Association, market research doesnt like the consumer, customer, and public to the marketer.
False (B)
Shorter products’ lifecycles and the speed of changes and innovation in the competitive environment, shape the role, methodologies and expectations on market researches.
Shorter products’ lifecycles and the speed of changes and innovation in the competitive environment, shape the role, methodologies and expectations on market researches.
True (A)
In planning for market research, designing the methodology and identifying the sources of information comes after the development of the budget.
In planning for market research, designing the methodology and identifying the sources of information comes after the development of the budget.
False (B)
External information sources offer data or information available inside of the company.
External information sources offer data or information available inside of the company.
One of the information flows within the organisations is that sometimes the information can be dispersed and very complicated to obtain.
One of the information flows within the organisations is that sometimes the information can be dispersed and very complicated to obtain.
An annual report of a sectoral organisation available for purchase is an external secondary source of information.
An annual report of a sectoral organisation available for purchase is an external secondary source of information.
A key question to consider about consumers is who they are. That means, among others, their personality, lifestyles and social status.
A key question to consider about consumers is who they are. That means, among others, their personality, lifestyles and social status.
Demographic data bases offer information about media consumption patterns.
Demographic data bases offer information about media consumption patterns.
Primary information requires the development of a research. It is specifically created for it.
Primary information requires the development of a research. It is specifically created for it.
Quantitative research uses unstructured or semi-structures techniques e.g. such as online individual depth interviews or group discussions.
Quantitative research uses unstructured or semi-structures techniques e.g. such as online individual depth interviews or group discussions.
One of the definitions of ''scale'' in market research is ''The response categories provided for a close-ended question in a questionnaire''.
One of the definitions of ''scale'' in market research is ''The response categories provided for a close-ended question in a questionnaire''.
Capacity is the quality that guarantees that the measurement process in which the scale is used is free of random error.
Capacity is the quality that guarantees that the measurement process in which the scale is used is free of random error.
In statistics, a population is the pool of individuals from which a statistical sample is drawn for a study.
In statistics, a population is the pool of individuals from which a statistical sample is drawn for a study.
Quota sampling is most appropriate when there is a limited or disappointingly short sample frame.
Quota sampling is most appropriate when there is a limited or disappointingly short sample frame.
Multivariate analysis is the area of statistics that deals with observations made on only two variables.
Multivariate analysis is the area of statistics that deals with observations made on only two variables.
CHAID technique aims to explain the behaviour of a dependent variable through the identification of the best predictor variable or set of predictor variables.
CHAID technique aims to explain the behaviour of a dependent variable through the identification of the best predictor variable or set of predictor variables.
Segmenting is about dividing the market in a way that makes it possible to offer different products, consequently improving customer satisfaction.
Segmenting is about dividing the market in a way that makes it possible to offer different products, consequently improving customer satisfaction.
In product specialisation strategy, the company concentrates on serving varied needs of a particular customer group.
In product specialisation strategy, the company concentrates on serving varied needs of a particular customer group.
In the introduction chapter of a market research report, the sampling methods and procedures are described, as well as the different statistical methods that are used for data analysis.
In the introduction chapter of a market research report, the sampling methods and procedures are described, as well as the different statistical methods that are used for data analysis.
When comparing several market research offers, very low budgets are the best option as they save money for the company.
When comparing several market research offers, very low budgets are the best option as they save money for the company.
Flashcards
Market Research
Market Research
The process of gathering, analyzing, and interpreting information about customers, competitors, and the overall market.
Customers
Customers
People who use or consume a product or service.
Consumers
Consumers
People who have an interest in a product or service, even if they don't buy it.
Public
Public
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Marketer
Marketer
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Study Notes
Market Research Perspective on Consumers, Customers, and the Public
- The American Marketing Association's perspective on market research often frames the consumer, customer, and the public as distinct entities and objects of the marketer.
- The marketer, in this framework, engages in research to understand and influence these groups.
- This viewpoint often treats understanding these entities as a means to drive marketing strategy, rather than a focus on the fundamental needs of individuals.
- The implied difference between the consumer, customer, and public, within this context, is likely how the marketer interacts with each.
- Consumers represent the overall market; the public is possibly those who are less directly involved.
- Customer is distinct from consumer and perhaps represents a subset of consumers with specific purchasing behaviors.
- How each group is defined, and the relationships between them, is likely critical to the specific marketing strategies.
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