...Influence of Reference Groups Lauren A. Grimsley Consumer Behavior January 23, 2011 Dr. Kelly Bruning Strayer University Abstract This paper talks about the influence of reference groups on consumer behavior. It identifies the different type of reference groups and takes a look at different websites that attract reference groups in order to gain identity and make sales. Introduction A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior (Hawkins & Mothersbaugh, 2010). In other words, a reference group is a group where a person will use the beliefs or opinions of the group to guide their own beliefs and opinions. There are three different forms of reference groups; the aspirational group, the associative group and the dissociative group. Aspiration Reference Groups The aspirational group is a group where people like to compare themselves to people in that group. An example of that is a company or brand will use a high favored celebrity or athlete as a representative for their product to gain patronage and attract consumers. One website that does this is www.weightwatchers.com. As well as on the commercial, on the first page of the website is a picture of Jennifer Hudson, who currently is the spokesperson for Weight Watchers. Most people who are fans of Jennifer...
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...organizations, one must first understand that a formal organization typically began as a social group. According to Macionis, J. J. (2006), “A social group is two or more people who identify and interact with one another”. Within the social group category exists other groups; however; this paper focuses on primary groups and secondary groups. These groups are determined by the type of people, communication, focus, hierarchy, norms, membership criteria, and activities within it. A “primary group” is a relatively small group. The members of this group form a personal bond. Formed much like a family, the individuals identified within this group form long lasting relationships and spend an enormous amount of time together. The members display genuine care for one another. On the other hand, a “secondary group” is the opposite. Within this group, the members are impersonal. The group is ultimately formed to focus on obtaining a specific goal. Additionally, the members of this group refrain from sharing personal information amongst one another, and their emotional ties are relatively weaker than “primary groups”. Formal originations are a large branch of a “secondary group”. A century ago, most business organizations operated under the “primary group” era. People opted to form small businesses with family, friends, and neighbors. Today, businesses have evolved into “secondary groups” in an effort to reach goals more efficiently. Within formal organizations, many structures exist...
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...Marketers engage the use of primary and secondary research tools to determine results of current and past information. The information acquired from the results of the inquiries defines the data in two different terms. Marketers dissect the information and categorize it in qualitative or quantitative terms. For marketing it is important to differentiate between primary and secondary research when using qualitative and quantitative approaches to use each one effectively and determine why. Primary Research Part of the marketing strategy implements research to determine results for the final goal. In a perfect world the information would be filed away and broken down in descriptive categories. When no established information has been provided researchers must turn to new collection processes. “When the researcher collects fresh data to meet the needs of research it is primary research. The tools of primary research include surveys, interviews, and observations. This is a direct method of carrying out research and so its tools are entirely different from that of secondary research” (Stewart, 1993, p.67). Primary research collects information from a variety of sources. Marketers use surveys, videos, laboratory testing, organizations records, and observations to gather information and relate it to data. Observations tend to be collected from focus groups, usually from the moderator. The moderator will conduct the group discussions on behalf of the organization and observe...
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...Role of peer group in the social behavior of an Individual Role of Groups in the Social Behavior of an Individual Secondary Group and Formal Group What is a social group? Primary and Informal Group According to Charles W. Cooley (1609.23) primary group has the following concept: that this particular group has members who enjoy intimate, personal and face-to-face relationship among themselves. A group is not a mere collection of individuals but an aggregate of personalities acting and interacting with one another in the process of living. To be a member of the group, one must participate in the common life and activities of the group (Hunt, et al., 1984:19). Social group refers to any number of persons who share a consciousness of membership and interaction (Horton and Hunt,1984:186). Various types of Social Group Primary and Informal Groups Secondary and Formal Groups Panopio et al. (1995) furthered explain that the primary group is the best educational milieu where the transmission of values can be done from adults to young. Hunt et al. (2000) cited significant roles of primary group: As an instruments of socialization As a source of Fundamental Social Ideas Informal group, like the primary, is an organization where there is specific structure to achieve specific goals and objectives. The informal group is concern with the personal relationships and agreement of group members than on defined role relationships. Secondary group does not involves face-to-face contact with each...
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...Research and statistics are tracking methods that must stay accurate. Research must be conducted with precision and accountability it is of utter importance, both ethically and morally or it can lead to disastrous results. The methods of primary, secondary data and the branches of statistical methods are key factors used in research. Research is an attempt to find information in a scientific manner (Word Net,2011). By using the scientific methods the results from the research are valid, reliable, and accurate. The scientific method is a process where secondary data is compiled, analyzed, hypothesized, and tested. Using this method decreases human error and subjective thinking from having a influence on the results and interpretations (Pervez & Gronhaug, 2005). While nothing is without fault by using the scientific method of hypothesizing and testing the hypothesis decreases the frequency and degree of errors from happening. Primary data is where it all starts. Primary data is the collection of raw information. Raw information simply means the data has never been used. The compiling of figures and numbers are used to make a final report. Secondary data is information used from the resources of primary data. Secondary data normally follows primary data and either...
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...this work written by James Paul Gee, explaining that you as an individual are more subject to gaining discourse from primary discourse (parents, siblings, family), and reinforced by secondary discourse (social goods such as money, prestige, power.) Gee states that "language" can be a term that is misleading because it often suggests that it refers to "grammar" However, language and grammar are two different things. Language is written words whereas grammar is seen as fixing the written words to make the work flow better. The central terms to the text are primary and secondary discourses. Primary discourse are being a member of a primary socializing group (family, clan, peer group). Secondary discourses are the mastery of a particular discourse at a certain place and time, bringing with it the acquisition of "social goods"( Literacy, Discourse, and Linguistics, By James Paul Gee). The reason these themes are so important is that a primary discourse is one in which you learn from individuals that are close to you. After, you have mastered the primary discourse you take what you learned from primary discourse, then through further mastery from other individuals you begin to construct the world around you. Once you have mastered secondary discourse you are able to compete for money power, and prestige. The first concept of the text is that primary and secondary discourses are necessary for an individual to be able to compete in society. After, mastering these skills you are able...
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...Critique 1 Running Head: CRITIQUE OF A NURSING RESEARCH STUDY Critique of a Nursing Research Study Research Critique 2 Critique of a Nursing Research Study The nursing research study, A comparative study of uncertainty, optimism and anxiety in patients receiving their first implantable defibrillator for primary or secondary prevention of sudden cardiac death. Is a research project where the problem being addressed is, "To determine if patients receiving their first Implantable Cardioverter Defibrillator (ICD) for primary prevention (pp) versus secondary prevention (sp) differed in uncertainty, anxiety, and optimism before, one week, and one month after implant”(Carroll & Arthur,2009). The research purpose of this study is "to determine if patients receiving their first ICD for primary or secondary prevention of sudden cardiac death from ventricular arrhythmias differed in their level of uncertainty, anxiety, and optimism before ICD implant and further explore uncertainty and anxiety both one week and one month past ICD implant”(Carroll & Arthur, 2009). This is done using three different types of surveys to collect data from a two groups of 15 participants, before, at one week and at one month regarding their uncertainty, anxiety and optimism. The research does discover a higher incidence uncertainty score in SP patients versus PP patients after one month. This knowledge about a patient’s uncertainty, anxiety and optimism can direct nurses when...
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...TABLES OF CONTENT 1 INTRODUCTION 1.1 INRODUCTION OF ORGANISATIONAL BEHAVIOUR 1.2 INTRODUCTION OF COMPANY 2 SERVICE OFFERD BY ORGANISATION 3 TYPES OF RESEARCH 3.1 PRIMARY AND SECONDARY RESEARCH 3.2 DIFFERENCE BETWEEN PRIMARY AND SECONDARY RESEARCH 3.3 TYPES OF RESEARCH USED IN OUR PROJECT 4 QUESTIONARE ANAYLISES 5 FINDING AND CONCLUSION 6 REFRENCED 1 INTRODUCTION PROJECT of organizational behavior contains the research in organization i.e PVR world wide cenimas best quality screen this project deals with the behavior of the working management in the PVR and how maneger controls the working of the other class people related to food service till the demand and rates of the seats. Now let us know first what is basically O.B and company is all about. What kinds of research are there and what we used in are project. 1.1 INTRODUCTION ABOUT ORGANISATIONAL BEHAVIOUR DEFINITIONS “Organizational behavior is a field of study that investigates the impact that individuals, groups and organizational structure have on behavior within the organization, for the purpose of applying such knowledge towards improving an organizational effectiveness” The study of the way people interact within groups. Normally this study is applied in an attempt to create more efficient business organizations. The central idea of the study of organizational behavior is that a scientific approach can be applied to the management...
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...Chapter 5 Discussion Questions 2 and 3 Question 2 - Define the distinctions between primary, secondary, and tertiary sources in a secondary search. Primary sources are data that has not been interpreted and are the original research performed. These sources are from the source of the information. The data given from a primary source has not been translated into information by another person. Primary sources are the source of the data given. Many books of law are primary sources. A court transcript would be a primary source for an appealed case. Secondary sources have been interpreted from primary data. School textbooks are an example of a secondary source because the authors gathered the information from many primary sources. They translated that data too this secondary source. Almost all research found falls into secondary sources category. Most information on the Internet has been translated from a primary source. Tertiary sources take secondary sources and interpret them. These can be guides, timelines, and almanacs. They have condensed primary and secondary sources to create an index. Bibliographies are also an example of a tertiary source. Question 3 - What problems of secondary data quality must researchers face? How can they deal with them? There are five problems of secondary data quality: Purpose, scope, authority, audience, and format. When evaluating purpose of a secondary source a research must discover why this data exist. The researcher must also evaluate...
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...Companies utilize various tools when performing market research whether doing primary or secondary research. For the purpose of this paper, different research tools will be discussed as well as the differences between primary and secondary research when applying qualitative or quantitative methods. It is vital for companies to research whether a new product or an existing one will make a hit on the market. Company’s may even want to grow geographically and need to know whether the investment is a prudent one. The dynamics of a business and their target markets can be impacted by change whether it is a new organization or an existing one. Primary and Secondary Market Research There are two different types of market research, primary and secondary. Primary research or field research is the most frequently used method. Primary market research is customized to meet specific needs of the business can be handled within the company or outsourced to a marketing firm. Focus groups, surveys, interviews and observations are good examples of primary market research methods. These particular tools are utilized to evaluate distinct issues that are of key interest to the organization and where feedback is required to carry out a strategic action plan. On the other hand secondary market research is founded on information gathered from reports that existed before the original evaluation of the business. Secondary research is readily attainable and available online from government or industry...
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...BUSN520 Professor Thomas Steinhagen Contents Introduction/Overview…………………………………………………………………..3 Primary and Secondary Target Markets…………………………………………………3 Target Group….……………………………………………………………………...….4 Market Position…………………………………………………………………………..5 Conclusion….……………………………………………………………………………7 The Organizations or firm that best finds out market segments are those succeeding in the business market today. This is because market segments allows or provides the companies information’s on the ground about what their customers really want and Google is best at this. Google started as a startup and its now the leading internet search engine and now have introduced a lot of innovations like Ad words, Gmail, Google analytic and G1 phone to mentioned a few all this, to best serve its Primary and secondary target. So many companies do not know their target market but Google does. Google has one of the best market strategies to meet its primary and secondary targets. Google’s targets, are users of internet and online persons and businesses and specifically the youth. So I will say that Google’s main Target are the youth (G)and the secondary target are the elderly(O). Google has a lot of competitors like Yahoo, Facebook, the main one being Microsoft. Primary and Secondary Target Markets According to Curtis “a business primary targets are group of people most likely to buy from them and they make up most of a business’s sale” (Curtis).The majority...
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...correlate to the correct context. Whether individuals interact as teachers, students, family members, employees, or friends, the communication varies when exposed to different social groups. Gee also states that Discourse could be “forms of life which integrate words, acts, values, beliefs, attitudes, and social identities as well as gestures, glances, body positions, and clothes” (Gee 7). Consequently, everyone has some sort of identification through these Discourses that we utilize daily to socialize and interact with others. Nevertheless, Gee defines the term of Discourses and leaves it for the audience to determine what their primary Discourse and secondary Discourse are by providing...
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...determinant of a person’s wants and behavior. Subculture: Each culture contains smaller subculture that provide more specific identification and socialization for their members.. Subculture means culture within the culture Social class: Almost every society has some form of social class structure. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors. it is found that there are close relationship between Social class and shopping behavior; Social classes and leisure time activities; Social classes and media usage; Social classes and responding to promotion activities; Social classes and buying decisions Groups and social networks: Two or more people who interact to accomplish individual or mutual goals are called groups. Family: When two or more people live together...
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...results of this analysis to management”. Key information is acquired, analyzed, and preserved by allowing the organization to make decisions utilizing statistical information found by primary and secondary research. Market research is grouped into two categories, primary and secondary, of which is defined by the source that collected data information to solve a specific problem. Primary data research is done by the organization for a specific objective and customized to meet that need. Aakar, Kumar, &ump; Day (2007) define primary data as being collected for a specific purpose. If, for example, an organization is trying to figure out the customer satisfaction rate of it shoppers for a particular product by use of an online survey, the information gathered is considered primary data research. Secondary data research is data information that has already been gathered by a separate entity for a different purpose. They further describe this secondary data as being already available, as it was gathered for a different purpose rather than the solving the present specific problem (Aakar, Kumar, &ump; Day, 2007). An example of this would be population information taken from the Census to be applied as supportive and enhanced data in a marketing plan. Research Tool: Interviews Interviews are a form of primary data gathered for a specific and focused purpose. They are implemented by the interviewer asking the interviewee predetermined questions and noting the responses verbatim. There...
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...improve on an existing product or if they plan on introducing a particular product in a new market. Market research can also prove helpful if you want to explore business opportunities in new markets. Market research can be conducted by two methods, primary research or secondary research. Primary research Primary research refers to information that is directly collected from the source. Another simple method of primary research would be to directly talk to your customers and get their feedback. Primary research can be both qualitative and quantitative. 1. Qualitative primary research Qualitative primary research involves gathering information from interviews or focus groups • Open ended interviews include questions that cannot be answered with a yes or no. You can get a lot of information from such interviews and also find out about the dislikes, likes, requirements, trends and emotional motivators of your primary market • A focus group should ideally be led by experienced professionals who can lead a group of 6 or more people and ask them both general and specific questions. Since trained professionals are required to handle focus groups, they are very expensive Quantitative primary research Quantitative primary research involves the collection of numerical information from surveys. This information is then analysed. • Surveys can provide you with the information you require if the survey has meaningful questions. More people would be willing to take...
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