MAN4613 Studyguide
MAR 4613 - Marketing Research
Exam 2 - Study Guide
Chapters: 5-8
Chapter 5 - Observation
1. List The Seven Kinds Of Primary Data About Individuals That Interest Marketers.
a. Demographic / Socioeconomic Characteristics
a.i. Ex. Age, education, occupation, marital status, gender, income, and social class.
a.ii. Demographic variables are often used as a basis for market segmentation.
b. Personality / Lifestyle Characteristics
b.i. Ex. Personality Traits, Activities, Interests, Values
b.ii. Personality refers to the normal patterns of behavior exhibited by an individual, that distinguishes that individual from others.
b.iii. Lifestyle Analysis is based on the idea that a company can be more successful if it knows more about its customers in terms of how they life, what interests them, and what they like.
c. Attitudes
c.i. Attitude refers to an individual’s overall evaluation of something.
c.i.1. Attitude is one of the more important notions for marketers.
c.ii. Marketers work hard to deliver products and services that customers will evaluate positively.
d. Awareness / Knowledge
d.i. Awareness/Knowledge as used in marketing research refers to what respondents do and do not know or believe about some product, brand, company, advertisement, or other element.
d.i.1. Unaided Recall refers to a method used to measure awareness in which consumers, without being given any clues, are asked to recall what advertising the have seen recently. Unaided recall represents the highest level of awareness.
d.i.2. Aided Recall refers to a method used to measure awareness in which consumers are prompted, typically with a category cue. (They are asked to remember all ads or brands that they have seen for products or services in a particular product category) Aided Recall represents a relatively high level of awareness, but the presence of the cue makes the task easier than
Exam 2 - Study Guide
Chapters: 5-8
Chapter 5 - Observation
1. List The Seven Kinds Of Primary Data About Individuals That Interest Marketers.
a. Demographic / Socioeconomic Characteristics
a.i. Ex. Age, education, occupation, marital status, gender, income, and social class.
a.ii. Demographic variables are often used as a basis for market segmentation.
b. Personality / Lifestyle Characteristics
b.i. Ex. Personality Traits, Activities, Interests, Values
b.ii. Personality refers to the normal patterns of behavior exhibited by an individual, that distinguishes that individual from others.
b.iii. Lifestyle Analysis is based on the idea that a company can be more successful if it knows more about its customers in terms of how they life, what interests them, and what they like.
c. Attitudes
c.i. Attitude refers to an individual’s overall evaluation of something.
c.i.1. Attitude is one of the more important notions for marketers.
c.ii. Marketers work hard to deliver products and services that customers will evaluate positively.
d. Awareness / Knowledge
d.i. Awareness/Knowledge as used in marketing research refers to what respondents do and do not know or believe about some product, brand, company, advertisement, or other element.
d.i.1. Unaided Recall refers to a method used to measure awareness in which consumers, without being given any clues, are asked to recall what advertising the have seen recently. Unaided recall represents the highest level of awareness.
d.i.2. Aided Recall refers to a method used to measure awareness in which consumers are prompted, typically with a category cue. (They are asked to remember all ads or brands that they have seen for products or services in a particular product category) Aided Recall represents a relatively high level of awareness, but the presence of the cue makes the task easier than