Download Account Planning and Research: Terms and Concepts and more Quizzes Banking Law and Practice in PDF only on Docsity! TERM 1 Define Account Planning DEFINITION 1 The voice of the consumer TERM 2 The primary driving focus of an account planner is: DEFINITION 2 The consumer-product relationship TERM 3 An account planner must be: DEFINITION 3 Researcher, planner, thinker, creative TERM 4 Account Planning Stages: DEFINITION 4 Identifying task, preparing the creative brief, developing creative content, and presenting to client TERM 5 Three General Paradigms DEFINITION 5 Positivism, critical realism, constructivism TERM 6 Positivism DEFINITION 6 One reality, researcher is objective, quantitative TERM 7 Critical Realism DEFINITION 7 One reality, researcher cannot be objective, both Qs TERM 8 Constructivism DEFINITION 8 Multiple realities, researcher cannot be objective, qualitative TERM 9 Three Dimensions of Distinction DEFINITION 9 Epistemology, ontology, methodology TERM 10 Epistemology DEFINITION 10 Nature of reality TERM 21 Psychological Consequences DEFINITION 21 Psychological and social outcomes of product use TERM 22 Perceived Risks DEFINITION 22 Undesirable consequences that consumers want to avoid when they buy and use products TERM 23 Values DEFINITION 23 Broad life goals TERM 24 Instrumental Values DEFINITION 24 Beliefs about preferred mode of behavior TERM 25 Terminal Values DEFINITION 25 Beliefs about desired end states or goals TERM 26 Means-End Chain DEFINITION 26 Links consumers' knowledge about product attributes with their knowledge about consequences and values TERM 27 Four Levels of Means-End Chain DEFINITION 27 Attributes, functional consequence, psychosocial consequence, values TERM 28 What survey technique is used to conduct market research on a tight budget to get a generalizable result? DEFINITION 28 Quantitative TERM 29 Required Components of Consent DEFINITION 29 Purpose, procedures, potential benefits/risks, privacy/confidentiality, cost/compensation, contact info TERM 30 Secondary Data DEFINITION 30 Data collected for other purposes TERM 31 What is the first step in a laddering interview? DEFINITION 31 Identify salient product attributes for decision making TERM 32 When is the right time to get consent? DEFINITION 32 Before collecting primary data TERM 33 5 Rituals DEFINITION 33 Acquisition, possession, exchange, grooming, divestment TERM 34 What are rituals? DEFINITION 34 Symbolic actions performed to create meaning, affirm meaning, and evoke meaning TERM 35 What is culture? DEFINITION 35 Mental frames and meanings that are shared by most people in a social group
