Shared Flashcard Set

Details

Advertising Midterm
Ch.6
9
Marketing
Undergraduate 2
10/16/2008

Additional Marketing Flashcards

 


 

Cards

Term
Primary vs. Secondary Research
Definition

Primary: Info collected for first time from original sources

 

 Secondary: Research that uses available published info about a topic

 

 

Term

Quantitiative vs. Qualitative Research

 

 

Definition

Quantitative: numerical data (# of users/purchases)

 -Large sample sizes, random sampling

 

Qualitative: research for how/why consumers behave certain way

 

 

Term
Market Research
Definition

Research used to gather info about particular market

 

Surveys/Interviews= How ppl perceive brand personalities

Term
Consumer Insight Research
Definition

Researchers try to determine what motivates ppl to buy a product/become involved in brand relationship

 

Gain target audience attention

Term
 Media Research
Definition

Gathering of all possible media/marketing comm. tools that can deliver a msg

 

Msg Devel. Research= read secondary info to be informed on brand/company, competition, media, and product.

Term

Concept Testing

 

Evaluative Research=Copy Testing

Definition

Use of qualitative research to decide if idea will solve business problem/achieve ad's objective

 

Pretesting= research on final draft before hits shelves

 

 

Term
Background Research: Survey Research
Definition

Quantitative method that uses interviews to ask large # ppl set of questions.

 

Sampling= studying a subset of a larger pop.

Term

Background Research:

Indepth interview vs. Focus Group

Definition

Indepth Interview= 1 v.1 open ended questions; more flex. than survey

 

Focus Group= 8-10 ppl 

 

Expert Panel= collects focus group data

 

Friendship focus group= takes place in comfortable setting; i.e. host's house

Term
Background Research: Observation Research
Definition

Qualitative, use video, audio, and cameras to record consumer behavior at home, in stores, etc.

 

Ethnographic Research=culture studies of a consumer

 

 

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