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Module 02: Buyer Behavior and
Research
In today's complex and costly communications environment,
direct marketers must use tools that increase their probability
of success. Testing and measurement is no longer enough, and
often there is not enough time.
Module 02 acquaints participants with the psychology of the
buyer so their direct marketing programs can be crafted
to match human behavior. They learn what motivates consumers
and what will provoke decisions. Models of consumer decision
making are introduced and exercises are used to examine
a host of influences on individual and group decisions.
In addition, participants are exposed to traditional
marketing research techniques focused on learning more about
consumers' beliefs, attitudes, and behaviors. Profiles of
specific target markets -- the elderly, Hispanics, women, and
teens, for example -- are considered as participants develop
direct marketing strategies in a hands-on exercise. The review
of research techniques includes primary and secondary
data sources, as well as methods to collect both qualitative
and quantitative data.
Special attention is paid to research techniques made
available through the 'new media' and participants learn
how to apply these techniques to their direct marketing programs.
Research
Activity
Participants are taken through a guided research
exercise and have the opportunity to share their
findings with the group. |
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The faculty for Module 02 include Pamela
Kiecker, Tracy Tuten, Dan Ream
| The following is an abbreviated list of topics
covered in Module 02. |
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Insights into buyer behavior |
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The art of persuasion |
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What people really 'buy' when they purchase |
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Quantitative and qualitative data |
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Primary and secondary data collection |
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Marketing research methods - strengths
and weaknesses |
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How to design a research process |
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Web-based research - a boon to direct marketers |
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Using email to test offers, copy, etc.
for other media |
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