MCS 2600 Study Guide - Final Guide: Brand Loyalty, Campbell Soup Company, Trait Theory

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Qualitative research would be used to find new ideas through focus groups or interviews. Quantitative research would occur when you need to find the number of consumers that match a demographic through surveys or focus groups. Qualitative research often takes place before quantitative research because it helps define objectives: acceptance of brands and products, capture satisfaction/unmet needs, predict future needs. Secondary data: existing information that was originally gathered for a research purpose other than the present research. Internal secondary data: data that exists inside your organization: external secondary data: collected by other organizations. Discussion guide: a step by step outline that sets out the line of questioning the researcher needs to cover with the respondent. Societal marketing concept: the theory that states that all businesses do better when society is striving. So this concept is to balance the needs of society with the wants and the needs of the consumer. Enhancing society while also getting the needs of consumers: ex.