19. Panel’s research. Evaluation of market share of products on the basic of panels research results

Panel studies measure the same sample of respondents at different points in time. Unlike trend studies, panel studies can reveal both net change and gross change in the dependent variable. Additionally, panel studies can reveal shifting attitudes and patterns of behavior that might go unnoticed with other research approaches. Depending on the purpose of the study, researchers can use either a continuous panel, consisting of members who report specific attitudes or behavior patterns on a regular basis, or an interval panel, whose members agree to complete a certain number of measurement instruments only when the information is needed.

20. Marketing Information System (main blocks). Its importance for the organization

It consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The role of the MIS is to assess the manager’s information needs, develop the needed info, and distribute that info in time.

21. The Logic of marketing research process

Marketing (mktg) research is the function linking the consumer, customer and public to the marketer through information- information used: to identify and define mktg opportunities and problems, to generate, refine and evaluate mktg actions, to monitor mktg performance and to improve understanding of the mktg process.

Research process:

1. Defining the problem and the research objectives. The statement of the problem guides the entire research.

2. Developing research plan for collecting info. The plan outlines the sources of existing data and explains the specific research approaches, contact methods, sampling plans and instruments.

3. Implementing research plan (collecting information). This stage involves collecting, processing and analyzing info.

4. Analyze the information

5. Reporting the findings

22. Factors, influencing consumer behavior. Model “Stimulus – Reaction”

Classic consumer behavior model is a stimulus-response model:

There’re mktg and environmental stimuli that enter the buyer’s consciousness. The main task is to understand what happens in the buyers’ consciousness between the arrival of outside stimuli and buyer’s purchase decision.

Stimuli	Other stimuli	>	Buyer’s characteristics	Buyer’s decision process	>	Buyer’s decisions
Product Price Place Promotion	Economic Technological Political Cultural Demographic Natural		Cultural Social Personal Psychological motivation perception learning beliefs and attitudes	Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior		Product choice Brand choice Dealer choice Purchase timing Purchase amount

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem.