2/10 Chapter 9

Question 1

consumer decision making process

Answer 1

1. need recognition
2. information search
3. evaluation of the alternatives
4. purchase
5. post purchase behavior

Question 2

high vs low involvement

Answer 2

high follows the steps, low doesn’t

Question 3

high

Answer 3

extensive info promotion to target market

Question 4

low

Answer 4

little info, something that grabs your attention

Question 5

marketing research

Answer 5

the process of planning, collecting, and analyzing data relevant to a marketing decision,
questions it answers

Question 6

goals of market research

Answer 6

describe, diagnose, predict

Question 7

marketing research steps

Answer 7

1. identify the problem
2. plan the research design
3. decide on sampling procedure
4. collect data
5. analyze data
6. report
7. Follow

Question 8

identifying the problem

Answer 8

hardest part

Question 9

plan the research

Answer 9

examine constraints, decide what is important

usual starting point: secondary data

Question 10

qualitative method

Answer 10

not so much numbers, more quality

Question 11

quantitative

Answer 11

statistical analysis

Question 12

qualitative method

Answer 12

depth interviews: interviewer speaks very little

Question 13

projective test

Answer 13

guessing what people are planning