Marketing Session 2: Attitude and Behavior

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Questions and Answers

What does selective attention in consumer behavior refer to?

Consumers interpret information positively.

Consumers are influenced by advertising alone.

Consumers focus only on certain stimuli. (correct)

Consumers remember all information presented.

Which model evaluates products based on expectations and assigned value?

Cognitive Dissonance Theory

Maslow's Hierarchy

Herzberg's Two-Factor Theory

Expectancy-Value Model (correct)

What type of need is categorized under physiological needs?

Esteem

Shelter (correct)

Social acceptance

Self-actualization

How does negative affect impact consumer behavior?

Results in avoidance and negative word-of-mouth. Signup and view all the answers

What technique visually displays consumers' perceptions of brands relative to competitors?

Perceptual Mapping Signup and view all the answers

According to Herzberg’s Two-Factor Theory, which of the following is classified as a hygiene factor?

Job security Signup and view all the answers

What is the primary focus of advertising campaigns using emotional appeals?

To trigger specific consumer emotional responses. Signup and view all the answers

What is the primary focus of a qualitative study?

Understanding consumer behavior and motivations Signup and view all the answers

Which method is NOT typically used in qualitative data collection?

Survey Questionnaires Signup and view all the answers

What is the purpose of the introduction in an interview guide?

To explain the study's purpose and welcome participants Signup and view all the answers

Which sampling method involves recruiting additional participants through current participants?

Snowball Sampling Signup and view all the answers

What is the first step in the thematic analysis process?

Familiarization with transcripts Signup and view all the answers

Which of the following best describes content analysis?

Counting the frequency of words or phrases Signup and view all the answers

What characterizes purposive sampling?

Participants have specific characteristics relevant to the study Signup and view all the answers

During thematic analysis, what does the coding process involve?

Assigning labels to relevant sections of the data Signup and view all the answers

What is the main goal of thematic analysis?

To identify and present themes within qualitative data Signup and view all the answers

Which technique is least likely to uncover hidden motivations in qualitative research?

Descriptive Surveys Signup and view all the answers

Which stage of the questionnaire design process focuses on using familiar language and avoiding ambiguous terms?

Choose Question Wording Signup and view all the answers

What is the primary purpose of the data cleaning step in data preparation?

To handle missing values and correct errors Signup and view all the answers

In the context of questionnaire design, what is the advantage of using a face-to-face administration method?

It allows for complex questions and high engagement. Signup and view all the answers

Which type of scale would categorize responses without implying any order among them?

Nominal scale Signup and view all the answers

Which of the following would be considered an example of an inferential statistic?

Making predictions about a population based on a sample Signup and view all the answers

What is the primary focus of a management decision problem?

Action-oriented questions for marketing decisions. Signup and view all the answers

Which of the following types of market study design aims to quantify variables and relationships?

Descriptive Design Signup and view all the answers

Which type of data is collected specifically for the current study?

Primary Data Signup and view all the answers

What is an example of a source of secondary data?

Industry reports Signup and view all the answers

What aspect is NOT considered when evaluating secondary data?

Price Signup and view all the answers

What phrase best describes a hypothesis?

A testable prediction about variable relationships. Signup and view all the answers

In a study, what does the independent variable represent?

The cause or factor that is manipulated. Signup and view all the answers

What essential component is NOT part of a marketing study brief?

Methodology Signup and view all the answers

Which of the following best characterizes customer experience management?

Monitoring consumer emotions during service delivery. Signup and view all the answers

What is a primary objective of a quantitative study?

To measure market characteristics Signup and view all the answers

Which sampling method provides every population member an equal chance of selection?

Simple Random Sampling Signup and view all the answers

What is a characteristic of probability sampling?

Every member has a known chance of being selected Signup and view all the answers

Which data collection method involves structured tools for standardized data?

Surveys and Questionnaires Signup and view all the answers

What is a benefit of using larger sample sizes in quantitative research?

Increases accuracy of the results Signup and view all the answers

What is the purpose of translating information needed into specific questions during questionnaire design?

To encourage participation and honest responses Signup and view all the answers

Which sampling method groups the population into subgroups before sampling?

Stratified Sampling Signup and view all the answers

What is the primary purpose of framework analysis in qualitative research?

To categorize and interpret qualitative data Signup and view all the answers

Which of the following is NOT a goal of questionnaire design?

To provide entertainment for respondents Signup and view all the answers

What should be avoided to maintain a clear presentation of findings?

Overloading with unnecessary details Signup and view all the answers

Study Notes

Session 2: Attitude and Behavior

Attitude is a learned predisposition to respond favorably or unfavorably toward something.
Components of attitude include cognitive (beliefs), affective (feelings), and behavioral (intended action) aspects.
Importance in Marketing: Understanding attitudes helps predict consumer preferences and influence brand perception.
Behavior is observable actions taken by consumers regarding products or services.
Factors influencing behavior include internal factors (motivation, perception, learning, and attitudes) and external factors (social, cultural, economic, and situational).
Theory of Planned Behavior suggests that attitudes, subjective norms, and perceived behavioral control influence intentions and actual behavior.
Marketing Applications: Consumer segmentation based on attitude-behavior consistency and behavior tracking can improve marketing strategies.

Session 3: Beliefs and Perceptions

Beliefs are specific ideas people hold true about products, brands, or companies.
Characteristics of beliefs are formed through experience, information, and marketing communications, and can be positive or negative.
Perceptual Mapping is a technique visualizing consumer perceptions of brands or products, useful in competitor analysis.
Expectancy-Value Model explains product evaluation based on expectation and perceived value.
Marketing Applications: Brand Audits and customer feedback analysis help adapt to changing consumer perceptions.

Session 4: Motivation and Affect

Motivation is the inner drive stimulating consumer behavior to fulfill needs or desires.
Types of Needs: Physiological (basic survival), and psychological (social acceptance, esteem, self-actualization).
Affect is the emotional response consumers experience during consumption or brand interaction.
Components of Affect are Positive (favorable evaluation), and Negative (avoidance).
Marketing Applications: Advertising campaigns and brand personality development influence consumer responses.

Session 5: Initial Phases of a Market Study

Market Study Definition: A systematic process collecting, analyzing, and interpreting data to support marketing decisions.
Stages of a Market Study: Problem Definition, Study Objectives, Research Design, Data Collection, and Data Analysis.

Session 6: Secondary Data Analysis and Hypotheses Formulation

Data Types: Primary data collected specifically for current study, and secondary data previously collected for other uses.
Sources of Secondary Data: Internal data (company records), and external data (government reports, industry statistics).
Criteria for Evaluating Secondary Data: Relevance, Accuracy, Currency, Reliability, and Objectivity are important considerations.
Hypotheses Formulation: Forming testable predictions in a study about variable relationships.
Variables: Independent Variable (cause) and Dependent Variable (effect).

Session 7: Qualitative Study - Aims, Interviews, and Interview Guide

Qualitative Study Definition: Exploratory research uncovering consumer behavior, motivations, and attitudes through in-depth insights.
Methods involved include depth interviews, focus groups, and projective techniques.
Interview Guide Structure: Introduction, thematic questions, and closing remarks are important elements when structuring an interview.
Sampling Methods: Convenience, Purposive, and Snowball sampling can be effective methods in this process.
Data Collection Techniques: Semi-structured interviews with pre-defined themes and recording/transcribing interviews for later analysis.

Session 9: Qualitative Data Analysis

Data Analysis Definition: A systematic process examining qualitative data for patterns, relationships, and themes.
Thematic Analysis Process Steps: Familiatization, coding, identifying themes, reviewing themes, and naming/defining themes, and writing results.

Session 10: Quantitative Study - Aims, Sampling, and Data Collection

Quantitative Study Definition: A systematic investigation using numerical data to quantify variables and identify patterns/relationships.
Sampling Process: Defining the population, choosing the sampling method (probability and non-probability), and determining sample size are crucial aspects.
Probability Sampling: Simple random, stratified, and clustered methods entail known chances of participant selection.
Non-probability Sampling: Convenience and quota sampling involve selecting easily accessible participants.

Session 11: Questionnaire Design

Questionnaire Definition: A structured method to collect data using a series of questions.
Objectives in Questionnaire Design are translation of research objectives to specific questions, encouraging honest responses, and minimizing response errors (bias).
Questionnaire Design Process Stages: Specifying information needs, selecting method, developing questions, selecting wording, arranging questions logically, designing layout, and conducting pre-testing.

Session 12: Quantitative Data Analysis

Data Preparation Steps: Data cleaning, coding, and variable transformation.
Types of Quantitative Analysis: Descriptive statistics (summarizing data like mean, median, mode, Standard Deviation), and inferential statistics (drawing conclusions about a population using samples like t-tests, ANOVA, correlation, and regression analysis).
Statistical Assumptions: Considerations for data analysis like normality of distribution of data, significance of results, etc.

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Description

This quiz covers the concepts of attitude and behavior in marketing. It explores how attitudes influence consumer preferences, the components of attitude, and the factors affecting consumer behavior. Additionally, it highlights the Theory of Planned Behavior and its relevance in marketing applications.