ENVI 405 Lecture Notes - Lecture 1: Psychographic, Data Mining, Marketing Mix
Demographic Segmentation
age, income level, family, education level, ethnicity
Geographic Segmentation
when an organization localizes its marketing effort to accommodate the unique needs of specific
geographic regions
Psychographic Segmentation
grouping customers together based on social class, lifestyles, psychological characteristics, attitudes,
interests, and opinions
Benefits-Sought Segmentation
markets can be segmented based on the benefits that consumers desire from using a specific product
Behavior/Usage Segmentation
markets can be segmented by how often or how heavily consumers use a product
Primary Data
data originating from a researcher and collected to provide information relevant to a specific research
project
Secondary Data
data collected for some other purpose that is subsequently used in a research project
Ethnography
observe real-world surroundings; doesn't involve interacting between researchers and consumers
Purchase Panels
track sales, incremental sales based on promotions (coupons, advertising)
find more resources at oneclass.com
find more resources at oneclass.com
Diaries
consumers tell experience with product/ service.
Pictures
show consumers pictures of experiences consumers have had with a product or service (help remember)
Interviews
involves direct contact with consumer
require trained interviewer
Focus Groups
in-depth discussion with 6-12 consumers led by a moderator to discuss a product, concept, etc
Surveys
asks consumers to respond to quantitative research questions
in person, mail, phone, online
Lab Experiments
dependent variable (willingness to buy) independent variable (brand names)
internal validity
Field Experiments
researchers study one or more elements in the marketing mix (product, price, place, promotion) by
evaluating sales in an actual market
external validitity
Observations
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Demographic segmentation age, income level, family, education level, ethnicity. Geographic segmentation when an organization localizes its marketing effort to accommodate the unique needs of specific geographic regions. Psychographic segmentation grouping customers together based on social class, lifestyles, psychological characteristics, attitudes, interests, and opinions. Benefits-sought segmentation markets can be segmented based on the benefits that consumers desire from using a specific product. Behavior/usage segmentation markets can be segmented by how often or how heavily consumers use a product. Primary data data originating from a researcher and collected to provide information relevant to a specific research project. Secondary data data collected for some other purpose that is subsequently used in a research project. Ethnography observe real-world surroundings; doesn"t involve interacting between researchers and consumers. Purchase panels track sales, incremental sales based on promotions (coupons, advertising) Pictures show consumers pictures of experiences consumers have had with a product or service (help remember) Interviews involves direct contact with consumer require trained interviewer.
