Mark220, week2 MARK 220-01
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This 3 page Class Notes was uploaded by Asli Acar on Saturday January 30, 2016. The Class Notes belongs to MARK 220-01 at Georgetown University taught by Simon Blanchard in Spring 2016. Since its upload, it has received 13 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at Georgetown University.
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Date Created: 01/30/16
27/01/16 Marketing Research Exploratory research Used to discover ideas or insights and to form hypotheses Generally provides qualitative data (small scale studies) Indepth probing of a few consumers who fit the profile of The “typical consumer” Various methodologies used in exploratory research: • Observation/Ethnography • Consumer interviews • Projective techniques • Focus groups • Case studies Projective Techniques • Projective tasks are useful for uncovering latent purchase motives: Manifest motives are those that are known to consumers and admitted to researcher Latent motives are either unknown to consumers or are purposely withheld from the researcher • Thirdperson techniques are useful for uncovering latent motives. For example: • “Out of $5, how much would you donate?” $2.50 • “Out of $5, how much would someone else donate?” $1.50 • How much do people actually donate? $1.50 Projective techniques: third person Research topic 1: Car company Porsche wants to know how people view the brand/car “Porsche.” Consider the following two candidate questions for potential buyers: Why would you buy porsche vs why would your neighbor buy a posrche Research topic 2: A “readytoeat microwave meals” company wanted to know why their products are bought. Consider the following two candidate questions for homemakers: Completion Technique Completion techniques can identify the sorts of things people associate with products, services, brands, etc. • Golfing is for_______ • People who visit museums are_____ • The average person considers skiing____ Responses reflect the most salient (i.e., “top of mind”) associations, which in turn tend to be the things people associate most strongly with the subject in memory (Dis)Advantages of focus groups Relatively fast Easy to execute and very flexible (Relatively) inexpensive Rich information due to interaction Dis: Not representative and hard to generalize Hard to analyze (subjective, not quantitative) Important role of moderator bad moderator gets you bad results Observational Research Unobtrusive method: Researcher simply records the consumer’s behavior – often without his or her knowledge. Human observation: people doing the observation • E.g.: Mystery shoppers Mechanical observation: nonhuman devices record behavior • E.g., A.C. Nielsen (people meters) • Arbitron “portable people meters” (PPM) • Online “cookies” to track behavior • MRI scans Descriptive research • Purpose: Describe market characteristics and or functions • Characteristics Large samples Quantitative data Well structured Crosssectional (a specific point in time), or Longitudinal (over time). • Most surveys fall into this category. But not exclusively. Sales monitoring, dashboards, etc. Survey: Pros and Cons Why so popular? Main pros: Ease: Questionnaires are relatively easy to administer to large number of respondents Reliability: Standardization reduces variability in the answers that may be caused by differences in interviewers or the interview process Simplicity: coding, analysis, and interpretation of data Source: MarketingNews 09/07 “Simple idea: the best way to find out what consumers think is to ask them”
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