Chapter 2 Developing and Using Information About Consumer Behavior

Chapter Overview Marketing Implications of Consumer Behavior Research Research Tools Ethical Issues in Consumer Research Discussion Topics Case Study: Nation in a Hurry .

39) Targeting Positioning Perceptual Map Repositioning The 4 P s .Major Marketing Implications of CB Research Segmentation Mobil example (pg.

Research Tools What consumers say vs. what they do Lots of customers vs. few customers Single point in time vs. over time All methods are unique Benefits limitations .

Continued Surveys Focus Groups Interviews Storytelling Use of Pictures & Photography Diaries Experiments Field Experiments Conjoint Analysis Observation Purchase Panels Database Marketing .Research Tools.

. . .Ethical Issues in Consumer Research Positive aspects of Consumer Research . . Negative aspects of Consumer Research .

Case Study: ´A Nation in a Hurryµ AP report about the impatient nation Implications for Marketers?? Brainstorm ideas .

Chapter 2 Review Marketing Implications of Consumer Behavior Research Research Tools Ethical Issues in Consumer Research Discussion Topics Case Study: Nation in a Hurry .

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