Consumer Behavior

15656 words 63 pages
Q1. (a) What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary?
Q1. (b) What is opinion leadership?
Q2. (a) What are the strengths and weaknesses of motivational research?
Q2. (b) What is social class?
Q3. (a) What is the relationship between Brand loyalty and brand equity? What role do concepts play in the development of marketing strategies?
Q3. (b) Sony is introducing a new 27- inch TV with a picture- in- picture feature. How should the company position and advertise the product to (i) Generation- X Consumers (ii) Affluent’ baby boomers.
Q4. (a): Are there any
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- buying published data from bureaus
- gathering data from stock exchange
- collecting information from company annual reports.
And so on.

- from the secondary source.
- easy to source
- less time required.
- less expensive.

- repackaged information.
- re- interpretation.
- not so reliable.
- old data and not current.

- not current data.

Under what circumstances might the availability of secondary data make primary research unnecessary?
- data used for developing strategic planning.
- data used for developing corporate planning.
- data used for developing business planning.
- data used for developing marketing planning.
- data used for developing demand forecasting.
And so on.

2. What is opinion leadership?@@@

The opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower- end media users. Typically the opinion leader is held in high esteem by those that accept his or her opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field. An example of an opinion leader in the field of computer TECHNOLOGY , might be a neighborhood computer service technician. The technician has access to far more information on this


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