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
decisive
problem solvers
direct
assertive
demanding
risk takers
forceful
results oriented
agitators
determined
independent
self-reliant
competitive
adventuresome
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 must
LISTEN
When a 1 is under stress, they:
Become AUTOCRATIC
Need 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.
MARKET RESEARCH
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 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