Management 3210Y

Consumer Behaviour

Introduction

•  Introductions

• Course Outline

• Assignments & Exams

• Working in Teams

• Expectations

• Break

• What is Marketing Research?

What’s in a Number 1?

 

The DRIVER, The DOER. The COMMAND SPECIALIST

 1’s are:

action oriented results orienteddecisive agitatorsproblem solvers determineddirect independentassertive self-reliantdemanding competitiverisk takers adventuresomeforceful

When 1’s speak, they:•Are faster and louder•Speak with more statements•Focus on tasks•Use facts and data•Speak in a monotone 1’s display physical qualities such as:•pointing at others•leaning forward to speak•use of direct eye contact•closed hands•rigid posture•controlled facial expression

1’s are recognized by behaviour such as:•reacting quickly•making a great effort to get involved•showing little concern for being cautious in relationships•working in the present time frame•acting directly•a tendency to reject inaction•needing excitement•being personal

In order to grow 1’s mustLISTEN When a 1 is under stress, they:Become AUTOCRATICNeed POWER

On a good day, a 1 is seen as:•Strong willed•Independent•Practical•Decisive•efficient On a bad day, a 1 is seen as:•Pushy•Severed•Tough•Dominating•Harsh

1’s need to learn: •HUMILITY, FEELINGS, LISTENING TO OTHERS, TO

FOLLOW• 1s measure progress through results. They are goal-oriented and may run over people to get there•1s must be allowed to know the score, to get competitive situations and win (or appear to win)•1s need leaders that allow them freedom to do things their way•1s always want to save time. As a result, they come across as busy and efficient•1s receive approval and support from getting the job done well and on time•1s are most effective in positions of authority and responsibility•1s rely on the power of their competence. They know they’re strong enough to “wing it”•1s are excellent at jobs that allow them to organize.

When a 1 works with another 1:

They must first agree in advance on goals, allow each other freedom to work within in agreed upon limits, allow each other to wine and be in charge

 

When a 1 works with a 2:

The 1 must be more open about him/herself and his/her emotions, relax time constrictions, give 2s, incentives, let the 2 win, provide the 2 with public recognition, loosen up, play.

When a 1 works with a 3:

The 1 should show personal concern for the 3, provide the 3 with details and specifics, acknowledge the 3s contributions, be supportive of 3’s efforts and accomplishments, build a relationship.

 

When a 1 works with a 4:

bring facts and logic in writing, be patient while the 4 evaluates, assist a 4 in coming to decision, work with the time limits.

The Systematic and Objective identification, collection, analysis and dissemination of information that is undertaken to improve decision making related to identifying and solving problems (also known as opportunities) in marketing

MARKET RESEARCH

Market Research Process

1. Problem Identification

2. Develop and Approach

3. Research Design Formulation

4. Data Collection

5. Data Preparation and Analysis

6. Prepare Research Report

Anecdotal evidence suggests that although customers like the performance and comfort of the Ford Crown Victoria. They are not overly enthusiastic about it’s design, however. Ford has decided to hire an external market research company (i.e. you) to find out how the public are likely to feel about a new design. What steps would you take to provide this information?

In February 2002 the Alberta Liquor and Gaming Commission, lifted the moratorium on new casinos in Alberta. What sort of market research projects might be of value to a company thinking of opening a new casino in Calgary.

Types of Marketing Research•Quantitative vs. Qualitative

•Primary vs. Secondary