Chapter 4: Marketing Research: Gather, Analyze, and Use Information (100) * Why do we do research: to reduce uncertainty of decision making (do we go or no go with the idea) * Research done via: * Primary data collecting: data from research conducted to help make a specific decision. It includes information gathered directly from respondents to specifically address the question at hand. Includes demographic and psychological information about customers and prospective customers, customers’ attitudes and opinions about products and competing products, as well as their awareness or knowledge about a product and their beliefs about the people who use those products. * Secondary data: data that has been collected for some purpose other than the problem at hand. Saves the firm time and money because the expense to design and implement a study that has already been incurred. * Government collects every 10 years to accurately represent us in Congress; we use it as secondary research. * Data Mining: Process in which analysts sift through data (often measured in terabytes- much larger than kilobytes or gigabytes) to identify unique patters of behavior among different customer groups. Data mining used computers that run sophisticated programs so that analysts can combine different databases to understand relationships among buying decisions, exposure to marketing messages, and in-store promotions. These operations are so complex that companies often need to build a data warehouse simply to store and process the data. Data mining has 4 primary applications for marketers: * Customer Acquisition: many firms include demographic and other info about customers in their database. Ex: store member apps * Customer Retention and Loyalty: firm identifies big spending customers and then targets them for special offers and inducements other customers wont receive. Keeping the most profitable customers coming back is a great way to build business success because keeping customers is less expensive than constantly finding new ones * Customer Abandonment: sometimes a firm wants customers to take their business elsewhere because servicing them actually costs the firm too much. Today, this is called “firing a customer.” * Market Basket Analysis: develops focused promotional strategies based on the records of which customers have bought certain products * Steps in the Marketing Research Process: 1. Define the Research Problem: Specify the research objectives; identify the consumer population of interest; place the problem in an environmental context. 2. Determine the Research Design (which specifies exactly what info marketers will collect and what type of study they will do): determine whether secondary data are available, determine whether primary data are required * Exploratory Research: technique that marketers use to generate insights for future, more rigorous studies. Focus Group: technique that marketing researchers use most often for collecting exploratory data; typically consists of 5-9 consumers who have been recruited because they share certain characteristics. They sit together to discuss a product, ad, or some other marketing topic a discussion leader introduces. Case study: comprehensive examination of a particular firm or organization. Ethnography: approach to research based on observations of people in their own homes or communities. * Descriptive Research: tool that probes more systematically into the problem and bases its conclusions on large numbers of observations. Cross- sectional design: a type of descriptive technique that involves the systematic collection of quantitative info. Longitudinal Design: technique that tracks the responses of the same sample of respondents over time. * Casual Research: attempts to identify cause and effect relationships. Marketers use it if they want to know a change in something. The factors that might cause such a…
Political Science 103-International Relations
Professor Jon Pevehouse
Midterm #1 Study Guide
Ch. 5 Internal Conflict (p. 153-160)
1) Hegemonic War: war for control of the entire world order—the rules of the international system as a whole (worldwar, global war, general war, or systemic war)
2) Total War: warfare by one state waged to conquer and occupy another; modern total war originated in the Napoleonic Wars, which relied on conscription on a mass scale
3) Limited War: military actions that…
1. Site: The physical character of a place.
EX: hilltops and riversides
2. Situation: The location of a place relative to its surroundings/ other places.
EX: “oh, it’s across the street from Dunkin Donuts!”
3. Intervening obstacles: An environmental or cultural feature of the landscape that hinders migration.
EX: mountains, large bodies of water
4. Ravenstein's Laws of Migration:
a) Most migrants move only a short distance.
b) There is a process…
Mid Term Exam
What do Clear and Cole suggest about the complexities and constraints of bureaucracies. Do they serve as a check on the abuse of state power? Or not?
Lipsky talks about the bureaucratic model of organization. What does he believe bureaucracies can do? Do they guarantee that services are delivered only up to a point and that goals are not typically achieved?
When we are thinking about society and how it is defined, are the actions it does or does not…
N3: Human Physiology for the Health Professions
Midterm 1 Study Guide
General Notes to studying:
At the end of each lecture are summary slides. These slides indicate what is important in the lecture.
Note: study guide posted on Monday, August 11th and represents material covered through Tuesday’s
lecture #5. Exam will cover material through Thursday, August 14th lecture #6. Summary slides at end
of Thursday’s lecture will provide study guide for that lecture.
How do th…
dates and times of screenings. Their fans quickly spread the word, and nearly all of their screenings in these theaters sold out. Their success came entirely from reaching out to a certain niche on the Internet, reeling them in as fans, and then marketing a product that would appeal to said fans. This model is entirely possible for today’s culture.
4. To utilize specific social media sites to create a comprehensive film release campaign, you must know which social media sites are used for what…
Test 1 Study Guide
More than selling and advertising
Involves pricing, distribution, etc.
Begins with needs
Such as partnerships
Keys to becoming a more focused marketer
Cannot be a mass-marketer
Know your customer
Market info, know as much as you can
Make the products they want
Use targeted and new media
Use non-media to reach the customer
Sponsorships (arenas, tournaments, organizations, sports…
2013 Study Guide for Test 2
This test will be given in class on Thursday November 14, 2013 at 11:25-12:55.
This test will cover lectures (5A-9B except not Lecture 9A by Sarah Gutowsky on November 5th), website visits (5-9), and Assignments 2 and 3 (Loop Analysis and Ecological Footprint). For our Community Ecology Textbook by Mittelbach: know Chapters 10-13. Pay special attention to the lecture slides on the book chapters because these indicate the terms, concepts and case studies that are…
Midterm Examination Review
The midterm examination will consist of ten multiple choice questions worth four points each, three short answer questions worth ten points each, and one approximately page-long essay question worth thirty points. I will give you four short answer questions on the exam from which you will choose three to respond to. I provide here a set of three essay questions. Two of these will…
prostitution. Also dictated where they could rent or buy property, which spoke to how extensively these laws sought to regulate both the private and public lives of blacks.
6. What 4 assumptions does the book Class, Race, Gender and Crime bring to the study of class, race, and gender?
1. These categories of social difference all share similarities in that they convey privilege on some groups and marginalize others, so they relate to power resources in society. Ideology works to naturalize privilege,…
not about scolding, moralizing, or telling people to be nice
1. is inescapable inside factories, office buildings, and other places where work gets done
Descriptive ethics - depicts how people actually are acting
Requires: Arranging values to guide decisions, Understanding the facts, Constructing arguments.
Kohlberg’s Stages of Ethical Development:
he responses were then classified into various stages of reasoning in his theory of moral development:
Level 1: Stage 1 - Obedience and Punishment…