Awareness/Knowledge
Awareness/Knowledge
Awareness/knowledge as used in marketing research refers to what respondents do and do not know about some object or phenomenon. For instance, a problem of considerable importance is the effectiveness of magazine ads. One measure of effectiveness is the product awareness generated by the ad, using one of the three approaches. Although all three approaches are aimed at assessing the respondent's awareness of and knowledge about the ad, there is a definite increase in retention when knowledge is measured by recognition rather than by recall and by aided rather than unaided recall. This, of course, raises the question of which method is the "most accurate." There are problems with each method. The important thing to note is that when marketers speak of a person's awareness, they often mean the individual's knowl¬edge of the advertisement. A person "very much aware" or possessing "high aware¬ness" typically knows a great deal about the ad.
Awareness/knowledge as used in marketing research refers to what respondents do and do not know about some object or phenomenon. For instance, a problem of considerable importance is the effectiveness of magazine ads. One measure of effectiveness is the product awareness generated by the ad, using one of the three approaches. Although all three approaches are aimed at assessing the respondent's awareness of and knowledge about the ad, there is a definite increase in retention when knowledge is measured by recognition rather than by recall and by aided rather than unaided recall. This, of course, raises the question of which method is the "most accurate." There are problems with each method. The important thing to note is that when marketers speak of a person's awareness, they often mean the individual's knowl¬edge of the advertisement. A person "very much aware" or possessing "high aware¬ness" typically knows a great deal about the ad.
Intentions
A person's intentions refer to the individual's anticipated or planned future behavior. Marketers are interested in people's intentions primarily with regard to purchasing behavior. One of the better known studies regarding purchase intentions is that conducted by the Survey Research Center at the University of Michigan. The center regularly conducts surveys for the Federal Reserve Board to determine the general financial condition of consumers and their outlook with respect to the state of the economy in the near future. The center asks consumers about their buying intentions for big ticket items such as appliances, automobiles, and homes during the next few months. The responses are then analyzed, and the proportion of the sample that indicates each of the following is reported:
A person's intentions refer to the individual's anticipated or planned future behavior. Marketers are interested in people's intentions primarily with regard to purchasing behavior. One of the better known studies regarding purchase intentions is that conducted by the Survey Research Center at the University of Michigan. The center regularly conducts surveys for the Federal Reserve Board to determine the general financial condition of consumers and their outlook with respect to the state of the economy in the near future. The center asks consumers about their buying intentions for big ticket items such as appliances, automobiles, and homes during the next few months. The responses are then analyzed, and the proportion of the sample that indicates each of the following is reported:
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