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This 2 page Class Notes was uploaded by Petey Martin on Thursday October 15, 2015. The Class Notes belongs to MKT 203 at University of Rochester taught by HOPE V in Summer 2015. Since its upload, it has received 15 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at University of Rochester.
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Date Created: 10/15/15
Petey Martin Notes 101315 0 Information The Final Chapters 0 Qualitative Research Limit Focus Group to 68 people Groupthink quotMe tooquot is not an answer Categorize Use of survey checkboxes Stay away from direct questions 0 quotWrite about a time whenquot Guided info 0 Use of Research Across The Product Life Cycle PLC Innovate Grow Mature Decline l PLC Stages 0 ID Needs 0 PLC Pre 1 2 0 Goals Size the Market amp The Opportunity 0 Tools Econometrics Forecasting Shape Concept 0 PLC Alpha 1 2 0 Goals Design features 0 Tools Focus Groups 0 Testing 0 PLC Beta 1 2 3 0 Goals Price sensitivity Expectations 0 Tools Customer Dialogue 0 Enhancement 0 PLC 2 3 0 Goals Customer Experience 0 Tools Perceptual Maps Gap Analysis Customer Service LossChurn Analysis 0 Hold Value 0 PLC 3 0 Goals Revitalize New Users 0 Tools Perceptual Maps Gap Analysis Customer Service LossChurn Analysis 0 Plan EndGame o PLC 4 0 Goals Renew Or Exit 0 Tools Economic Salvage 0 Characteristics of Good Market Research Honest Sweeten the deal o Represent Marketplace Science 0 Valid processes Replication possible Creative Adaptation of tools 0 Holding things constant Fit 0 Pick the correct tools Mix 0 Come up with different views new answers Skeptical 0 Maintain neutrality Needs of businesses sponsor Value 0 Cost of research 0 Worth of information o Multicolinearity Things that are correlated when they are not supposed to be 0 ex Circling a 810 s on a survey without looking at elds