Transcript Review Game
Review Game • One member of your group will toss the koosh ball toward the target • The group that gets closest will have a chance to answer the question • If missed, the next closest group gets a chance • If you hit the exact center of the target, you get two points Target Markets • For each of the stores listed, name two subgroups to which it is target marketed – Age – Gender – Income Level – Ethnicity – Psychographics – Geographics Wet Seal Menards Kohl’s Gymboree Hot Topic Definitions • Name the term defined Marketing research designed to obtain information on how people feel about certain products, ideas, or companies The marketing research step where researchers collect information from primary and secondary sources The questions asked in a questionnaire measure what was intended to be measured The money left from a person’s gross income after paying for basic living necessities such as food, shelter, and clothing. Segmentation of the market based on where people live. Research technique in which one observes the results of changing one or more marketing variables while keeping other conditions constant and controlled The marketing research step where researchers determine potential alternatives and present them in a report The person who buys the product An effort to estimate the future sales of a product Data that have already been collected for some purpose other than the current study Questions that require more than a yes or no answer; Ex. essay or short answer Focusing all marketing decisions on a very specific group of people who you want to reach Marketing research that centers on evaluating design, usage, and consumer acceptance of new and existing products The marketing research step where researchers compile, tabulate, and interpret data A collection, often computerized, that stores vast information about a specific topic A powerful form of research that combines observation with surveying to narrow the data collected and to explain buying behavior Statistics that describe the population in terms of personal characteristics, such as age, gender, ethnicity, and income level Survey questions that ask respondents to choose answers from possibilities given on a questionnaire. Ex. Multiple choice or Rating Scale The marketing research step where an area of trouble or concern is identified. This is the most difficult step of the process. A research technique in which information is gathered from people through the use of questionnaires or surveys. The money left from a person’s gross income after taking out taxes A research technique that produces nearly identical results in repeated trials Marketing research focused on the characteristics of the location or examining predicted trends. The person who uses the product Type of product research that occurs when a new product is placed in one or more selected geographic areas. The marketing research step where researchers put the plan into action. A research technique in which the actions of people are watched and recorded either by cameras or observers. Data obtained for the first time and used specifically for the particular problem or issue being examined Marketing research that focuses on issues of media selection and frequency Studies of consumers based on social and mental characteristics Tiny computer file that tracks web browsing habits of a potential customer Marketing Research Types • Identify which type of marketing research is being described – Attitude – Market – Media – Product Calculating the number of people watching a specific TV show at a specific time Determining the average age of the population in a city Test marketing a new candy bar Forecasting expected sales Finding the general public opinion about parking lots Counting the number of people clicking on a link on a website Primary vs. Secondary Data • You are a producer of potato chips • Identify if the source is primary or seconday Giving a phone interview Reading a trade publication Looking at census information Holding a taste test