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  /Author (jjiang)
  /Subject (Marketing Final Study Guide Cheat Sheet)
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Marketing Final Study Guide Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{jjiang} via \textcolor{DarkBackground}{\uline{cheatography.com/166088/cs/34762/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}jjiang \\
  \uline{cheatography.com/jjiang} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 24th October, 2022.\\
   Page {\thepage} of \pageref{LastPage}.
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Sponsor}}  \\
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  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Research and Risk:}} helps to {\emph{reduce}} risks associated with a new product but it cannot {\emph{take away the risk entirely}}} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Market Research:}} often needed to ensure that we produce what customers {\emph{really}} want and not what we {\emph{think}} they want} \tn 
% Row Count 6 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{"Investment": to reduce uncertainty} \tn 
% Row Count 7 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Help guide decisions: whether to enter, product characteristics, promotion strategy, positioning} \tn 
% Row Count 9 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Weight costs and benefits of research: money, time spent} \tn 
% Row Count 11 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{No perfect method: tradeoffs between methods, things can change in the marketplace (changes in customer taste, competitor product intro, etc.)} \tn 
% Row Count 14 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Marketing Information System:}} set of procedures and methods for regular collection (built over time/readily obtainable) and analysis of information for marketing decisions} \tn 
% Row Count 18 (+ 4)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Databases: international information (sales volumes)} \tn 
% Row Count 20 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Primary/Secondary Market Research} \tn 
% Row Count 21 (+ 1)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Data Mining:}} processing of vast amounts of data to find relationships between variables} \tn 
% Row Count 23 (+ 2)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Strategic adjacencies: items that are frequently purchased together are placed together in retail settings (serve as a "trigger" if forget to go a specific section)} \tn 
% Row Count 27 (+ 4)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Season sales patterns, customer segments} \tn 
% Row Count 28 (+ 1)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Primary Research:}} you design and conduct yourself} \tn 
% Row Count 30 (+ 2)
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\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Precision Methods:}} deeper understanding with large sample size but less flexibility} \tn 
% Row Count 2 (+ 2)
% Row 14
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Ex. experiments, surveys, panel, scanner data} \tn 
% Row Count 3 (+ 1)
% Row 15
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Surveys: useful for getting a great deal of specific information at usually low costs} \tn 
% Row Count 5 (+ 2)
% Row 16
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Vulnerable to bias based on wording of the question, face-face interview bias} \tn 
% Row Count 7 (+ 2)
% Row 17
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Generally useful to employ {\emph{continuum scales:}} scale 1-10 then yes/no - brand loyalty, interest, knowledge, etc} \tn 
% Row Count 10 (+ 3)
% Row 18
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{PROS: {\emph{conditional branching}} allows a direct skip to a relevant question`} \tn 
% Row Count 12 (+ 2)
% Row 19
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{CONS: {\emph{quality of response}} (time pressures, willingness to write out answers/respond to multiple closed-ended questions, willingness to read/follow directions is limited), {\emph{reliability/browser compatibility issues}}} \tn 
% Row Count 17 (+ 5)
% Row 20
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Experimentation: helpful when determining what people {\emph{do}} rather than what they {\emph{ say/think they will do}}; useful to attempt determining causality (High Costs)} \tn 
% Row Count 21 (+ 4)
% Row 21
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Control}} for factors that are not = in real life (tips more likely with CC because company card?), rule out alternative experiments (increase \# accidents bc of holding phone or phone distraction)} \tn 
% Row Count 25 (+ 4)
% Row 22
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Different groups of people must be treated differently OR the same individual must be given different treatments at different times} \tn 
% Row Count 28 (+ 3)
% Row 23
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Supermarket Club): membership card grants discounts/gas benefits which allows for analysis of purchase histories to direct coupons (competing brand/free product)} \tn 
% Row Count 32 (+ 4)
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\vfill
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 24
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Panel): MOST USEFUL; all local retailers included, TV viewing (ads), and demographics (family size, occupation, income)} \tn 
% Row Count 3 (+ 3)
% Row 25
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Split Cable Tech}} (TV Viewing): randomly select 1/2 penel to receive 1 advertising treatment and other 1/2 another (allow for sampling error because receive 1 treatment or other)} \tn 
% Row Count 7 (+ 4)
% Row 26
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Aggregated Retail Sales Records): sales volume of products by UPC may be available from an assortment of retailers/data available for more product categories (not tied to individual consumer data = cannot relate to other things at store)} \tn 
% Row Count 13 (+ 6)
% Row 27
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Triangle Measure: each respondent given 3 items (current, new, duplicate of either old/new) and asked to identify the one that is different and explain why} \tn 
% Row Count 17 (+ 4)
% Row 28
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Explorative Methods:}} get a basic understanding of issues that may surround a product or practice; smaller participation so cannot generalize to overall population;} \tn 
% Row Count 21 (+ 4)
% Row 29
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Flexibility: if a customer says something interesting in an interview, follow-up questions can be asked} \tn 
% Row Count 24 (+ 3)
% Row 30
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Ex. observation, in-depth interview, focus groups, projective techniques} \tn 
% Row Count 26 (+ 2)
% Row 31
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Observation: look at consumers in the field of selecting products can yield insights into how they make decisions and what they look for (Low-High Cost depend on coding/analysis)} \tn 
% Row Count 30 (+ 4)
\end{tabularx}
\par\addvspace{1.3em}

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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 32
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Ex.}} search for product category area, \# of products inspected/time spent on each, apparent scrutiny of labels/other info, involvement of others, behavior under limiting circumstances} \tn 
% Row Count 4 (+ 4)
% Row 33
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Secondary Research:}} using information that others have already put together} \tn 
% Row Count 6 (+ 2)
% Row 34
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Focus Group:}} (most appropriate as an early stage method/not best or default research) groups of 5-12 consumers assembled, start out talking generally about context of product, gradually "focus" in on actual product (High costs)} \tn 
% Row Count 11 (+ 5)
% Row 35
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Uses: identify possible issues of concern with a new product, probing complex issues where different factors/issues may affect opinions, probing differences in perspectives among different groups, very preliminary pilot testing of ideas, identify actual language used by customers} \tn 
% Row Count 17 (+ 6)
% Row 36
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Composition: members of group should generally be similar in terms of affect of comfort with speaking openly (socioeco, age, gender), if target market crosses the variables, different focus groups should be run, may be helpful to run them in different geographic areas} \tn 
% Row Count 23 (+ 6)
% Row 37
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Dynamics: facilitator should allow members to talk as much as possible to get views/perceptions, gently attempt to steer the group in desired direction, probe/ask for elaboration when interesting ideas are raised (may involve activity/sampling product)} \tn 
% Row Count 29 (+ 6)
% Row 38
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Caveats: small sample size even with many groups, opinions are not independent due to social influence, issues identified should be examined with more powerful methods using larger sample sizes (SHOULD STUDY MORE PRECISELY)} \tn 
% Row Count 34 (+ 5)
\end{tabularx}
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\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 39
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{PROS: getting {\emph{breadth}} - what kinds of {\emph{issues}} are important for consumers in a given product category} \tn 
% Row Count 3 (+ 3)
% Row 40
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{CONS: inherently {\emph{social}}; say things to make them look good, reluctant to speak on embarrassing issues} \tn 
% Row Count 6 (+ 3)
% Row 41
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{In-depth Interviews:}} questioning of an individual about his or her interest in or experiences with a product (More Costly than focus group)} \tn 
% Row Count 9 (+ 3)
% Row 42
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Structured: Planned set of questions vs. Unstructured: Go where discussion takes you} \tn 
% Row Count 11 (+ 2)
% Row 43
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Difficult to generalize to other consumers but identify contrasting types of consumers (useful for highly emotional, identity involved products - car, clothes)} \tn 
% Row Count 15 (+ 4)
% Row 44
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Projective Techniques:}} used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences (tend to discuss other people instead; getting at motivations not consciously known) (Usually high cost)} \tn 
% Row Count 20 (+ 5)
% Row 45
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Physiological Measures:}} occasionally used to examine consumer response at various phases of advertisement/marketing exposure (High Cost)} \tn 
% Row Count 23 (+ 3)
% Row 46
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Tracks eye movements (areas of focus, for attention/involvement), heart rate, skin conductivity, brain waves (state of mind/attention)} \tn 
% Row Count 26 (+ 3)
% Row 47
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Real-Time Response Over Time:}} asked to move a lever or dial to adjust how much like it, agree with, or is positive toward some message over time} \tn 
% Row Count 29 (+ 3)
% Row 48
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Test which statements are more effective in persuasion or bring about favorable affect} \tn 
% Row Count 31 (+ 2)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 49
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Conjoint Analysis:}} determine relative importance of various attributes of a product} \tn 
% Row Count 2 (+ 2)
% Row 50
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{1. Consumers rate several "profiles" (combinations of features)  2. Statistical analysis is used to "decompose" ratings into preferences} \tn 
% Row Count 5 (+ 3)
% Row 51
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Ex.}} rank car 1 overall and car 2 overall after given all facts about each} \tn 
% Row Count 7 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{2}{x{5.377cm}}{{\bf{Secondary Research:}} using information that others have already put together} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{2}{x{5.377cm}}{{\bf{Primary Research:}} you design and conduct yourself} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{2}{x{5.377cm}}{{\bf{Research and Risk:}} helps to {\emph{reduce}} risks associated with a new product but it cannot {\emph{take away the risk entirely}}} \tn 
% Row Count 7 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{2}{x{5.377cm}}{{\bf{Market Research:}} often needed to ensure that we produce what customers {\emph{really}} want and not what we {\emph{think}} they want} \tn 
% Row Count 10 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Research and Risk:}} helps to {\emph{reduce}} risks associated with a new product but it cannot {\emph{take away the risk entirely}}} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Market Research:}} often needed to ensure that we produce what customers {\emph{really}} want and not what we {\emph{think}} they want} \tn 
% Row Count 6 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{"Investment": to reduce uncertainty} \tn 
% Row Count 7 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Help guide decisions: whether to enter, product characteristics, promotion strategy, positioning} \tn 
% Row Count 9 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Weight costs and benefits of research: money, time spent} \tn 
% Row Count 11 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{No perfect method: tradeoffs between methods, things can change in the marketplace (changes in customer taste, competitor product intro, etc.)} \tn 
% Row Count 14 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Marketing Information System:}} set of procedures and methods for regular collection (built over time/readily obtainable) and analysis of information for marketing decisions} \tn 
% Row Count 18 (+ 4)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Databases: international information (sales volumes)} \tn 
% Row Count 20 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Primary/Secondary Market Research} \tn 
% Row Count 21 (+ 1)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Data Mining:}} processing of vast amounts of data to find relationships between variables} \tn 
% Row Count 23 (+ 2)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Strategic adjacencies: items that are frequently purchased together are placed together in retail settings (serve as a "trigger" if forget to go a specific section)} \tn 
% Row Count 27 (+ 4)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Season sales patterns, customer segments} \tn 
% Row Count 28 (+ 1)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Primary Research:}} you design and conduct yourself} \tn 
% Row Count 30 (+ 2)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Precision Methods:}} deeper understanding with large sample size but less flexibility} \tn 
% Row Count 2 (+ 2)
% Row 14
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Ex. experiments, surveys, panel, scanner data} \tn 
% Row Count 3 (+ 1)
% Row 15
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Surveys: useful for getting a great deal of specific information at usually low costs} \tn 
% Row Count 5 (+ 2)
% Row 16
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Vulnerable to bias based on wording of the question, face-face interview bias} \tn 
% Row Count 7 (+ 2)
% Row 17
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Generally useful to employ {\emph{continuum scales:}} scale 1-10 then yes/no - brand loyalty, interest, knowledge, etc} \tn 
% Row Count 10 (+ 3)
% Row 18
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{PROS: {\emph{conditional branching}} allows a direct skip to a relevant question`} \tn 
% Row Count 12 (+ 2)
% Row 19
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{CONS: {\emph{quality of response}} (time pressures, willingness to write out answers/respond to multiple closed-ended questions, willingness to read/follow directions is limited), {\emph{reliability/browser compatibility issues}}} \tn 
% Row Count 17 (+ 5)
% Row 20
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Experimentation: helpful when determining what people {\emph{do}} rather than what they {\emph{ say/think they will do}}; useful to attempt determining causality (High Costs)} \tn 
% Row Count 21 (+ 4)
% Row 21
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\emph{Control}} for factors that are not = in real life (tips more likely with CC because company card?), rule out alternative experiments (increase \# accidents bc of holding phone or phone distraction)} \tn 
% Row Count 25 (+ 4)
% Row 22
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Different groups of people must be treated differently OR the same individual must be given different treatments at different times} \tn 
% Row Count 28 (+ 3)
% Row 23
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Supermarket Club): membership card grants discounts/gas benefits which allows for analysis of purchase histories to direct coupons (competing brand/free product)} \tn 
% Row Count 32 (+ 4)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 24
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\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Panel): MOST USEFUL; all local retailers included, TV viewing (ads), and demographics (family size, occupation, income)} \tn 
% Row Count 3 (+ 3)
% Row 25
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\mymulticolumn{1}{x{5.377cm}}{{\emph{Split Cable Tech}} (TV Viewing): randomly select 1/2 penel to receive 1 advertising treatment and other 1/2 another (allow for sampling error because receive 1 treatment or other)} \tn 
% Row Count 7 (+ 4)
% Row 26
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\mymulticolumn{1}{x{5.377cm}}{Scanner Data (Aggregated Retail Sales Records): sales volume of products by UPC may be available from an assortment of retailers/data available for more product categories (not tied to individual consumer data = cannot relate to other things at store)} \tn 
% Row Count 13 (+ 6)
% Row 27
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\mymulticolumn{1}{x{5.377cm}}{Triangle Measure: each respondent given 3 items (current, new, duplicate of either old/new) and asked to identify the one that is different and explain why} \tn 
% Row Count 17 (+ 4)
% Row 28
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\mymulticolumn{1}{x{5.377cm}}{{\emph{Explorative Methods:}} get a basic understanding of issues that may surround a product or practice; smaller participation so cannot generalize to overall population;} \tn 
% Row Count 21 (+ 4)
% Row 29
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\mymulticolumn{1}{x{5.377cm}}{Flexibility: if a customer says something interesting in an interview, follow-up questions can be asked} \tn 
% Row Count 24 (+ 3)
% Row 30
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\mymulticolumn{1}{x{5.377cm}}{Ex. observation, in-depth interview, focus groups, projective techniques} \tn 
% Row Count 26 (+ 2)
% Row 31
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\mymulticolumn{1}{x{5.377cm}}{Observation: look at consumers in the field of selecting products can yield insights into how they make decisions and what they look for (Low-High Cost depend on coding/analysis)} \tn 
% Row Count 30 (+ 4)
\end{tabularx}
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\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 32
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\mymulticolumn{1}{x{5.377cm}}{{\emph{Ex.}} search for product category area, \# of products inspected/time spent on each, apparent scrutiny of labels/other info, involvement of others, behavior under limiting circumstances} \tn 
% Row Count 4 (+ 4)
% Row 33
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Secondary Research:}} using information that others have already put together} \tn 
% Row Count 6 (+ 2)
% Row 34
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Focus Group:}} (most appropriate as an early stage method/not best or default research) groups of 5-12 consumers assembled, start out talking generally about context of product, gradually "focus" in on actual product (High costs)} \tn 
% Row Count 11 (+ 5)
% Row 35
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\mymulticolumn{1}{x{5.377cm}}{Uses: identify possible issues of concern with a new product, probing complex issues where different factors/issues may affect opinions, probing differences in perspectives among different groups, very preliminary pilot testing of ideas, identify actual language used by customers} \tn 
% Row Count 17 (+ 6)
% Row 36
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\mymulticolumn{1}{x{5.377cm}}{Composition: members of group should generally be similar in terms of affect of comfort with speaking openly (socioeco, age, gender), if target market crosses the variables, different focus groups should be run, may be helpful to run them in different geographic areas} \tn 
% Row Count 23 (+ 6)
% Row 37
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\mymulticolumn{1}{x{5.377cm}}{Dynamics: facilitator should allow members to talk as much as possible to get views/perceptions, gently attempt to steer the group in desired direction, probe/ask for elaboration when interesting ideas are raised (may involve activity/sampling product)} \tn 
% Row Count 29 (+ 6)
% Row 38
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\mymulticolumn{1}{x{5.377cm}}{Caveats: small sample size even with many groups, opinions are not independent due to social influence, issues identified should be examined with more powerful methods using larger sample sizes (SHOULD STUDY MORE PRECISELY)} \tn 
% Row Count 34 (+ 5)
\end{tabularx}
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\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 39
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\mymulticolumn{1}{x{5.377cm}}{PROS: getting {\emph{breadth}} - what kinds of {\emph{issues}} are important for consumers in a given product category} \tn 
% Row Count 3 (+ 3)
% Row 40
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\mymulticolumn{1}{x{5.377cm}}{CONS: inherently {\emph{social}}; say things to make them look good, reluctant to speak on embarrassing issues} \tn 
% Row Count 6 (+ 3)
% Row 41
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\mymulticolumn{1}{x{5.377cm}}{{\bf{In-depth Interviews:}} questioning of an individual about his or her interest in or experiences with a product (More Costly than focus group)} \tn 
% Row Count 9 (+ 3)
% Row 42
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\mymulticolumn{1}{x{5.377cm}}{Structured: Planned set of questions vs. Unstructured: Go where discussion takes you} \tn 
% Row Count 11 (+ 2)
% Row 43
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\mymulticolumn{1}{x{5.377cm}}{Difficult to generalize to other consumers but identify contrasting types of consumers (useful for highly emotional, identity involved products - car, clothes)} \tn 
% Row Count 15 (+ 4)
% Row 44
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Projective Techniques:}} used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences (tend to discuss other people instead; getting at motivations not consciously known) (Usually high cost)} \tn 
% Row Count 20 (+ 5)
% Row 45
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Physiological Measures:}} occasionally used to examine consumer response at various phases of advertisement/marketing exposure (High Cost)} \tn 
% Row Count 23 (+ 3)
% Row 46
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\mymulticolumn{1}{x{5.377cm}}{Tracks eye movements (areas of focus, for attention/involvement), heart rate, skin conductivity, brain waves (state of mind/attention)} \tn 
% Row Count 26 (+ 3)
% Row 47
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Real-Time Response Over Time:}} asked to move a lever or dial to adjust how much like it, agree with, or is positive toward some message over time} \tn 
% Row Count 29 (+ 3)
% Row 48
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\mymulticolumn{1}{x{5.377cm}}{Test which statements are more effective in persuasion or bring about favorable affect} \tn 
% Row Count 31 (+ 2)
\end{tabularx}
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\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Market Research \& Information Systems (cont)}}  \tn
% Row 49
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Conjoint Analysis:}} determine relative importance of various attributes of a product} \tn 
% Row Count 2 (+ 2)
% Row 50
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\mymulticolumn{1}{x{5.377cm}}{1. Consumers rate several "profiles" (combinations of features)  2. Statistical analysis is used to "decompose" ratings into preferences} \tn 
% Row Count 5 (+ 3)
% Row 51
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\mymulticolumn{1}{x{5.377cm}}{{\emph{Ex.}} rank car 1 overall and car 2 overall after given all facts about each} \tn 
% Row Count 7 (+ 2)
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\end{tabularx}
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% That's all folks
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\end{document}