mkt 405 notes8 - mkt 405 notes Marketing research...

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mkt 405 notes 10/10/2007 12:03:00 Marketing research techniques Qualitative analysis o Focus group 8-10 people o ethnography observe consumers in their homes good for  in depth analysis unique insights into how products are used not good for  representative samples low differentiations categories o customer observation observes customers in their buying environment good for identifying target demographics accurate info about buying process generally not good for identifying target psychographics limited insight into buying motivation (but can be  combined with interview) Quantitative analysis o interviews 2 types personal – eg – man on the street, or in te store
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impersonal – eg – telephone or email good for some insights into behavior representative samples Not good when Low response rates
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