MKT 400 Chapter Notes - Chapter 7: Requirement, Addressability, Test Market

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24 Oct 2014
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Chapter 7 researching customer behaviour (print out: qualitative: measuring in terms of general description & categories, quantitative: measuring in terms of numbers. R&d: understanding customer perceptions of competing brands. Firms can display its own brand & competing brands & engage the customer group in comparing these: testing new concept. Presenting to focus group for their feedback. Not needed where there is not much to discover: not suitable for confirmatory research. Motivation research (mr: motivation research (mr): a research method directed at discovering the conscious or subconscious reasons that motivate a person"s behaviour, reasons why/why not people buy particular product/brand, patronize/avoid a store, accept/reject a marketing communication. Non-disguised structured technique d e r u t c u r t s s no disguised non-structured. Word associations: a research technique where the respondent is asked to state what associations are invoked by the presentation of each word in a set.

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