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2014 slides2 - MODULE 1 INTRODUCTION TO MARKETING...

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MODULE 1 INTRODUCTION TO MARKETING MANAGEMENT IN FOOD & AGRIBUSINESS SLIDE SET 2 Summer 2014
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Research Methodologies: Quantitative & Qualitative Market Research Process The value of market research CONTENT 2
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3 QUANTITATIVE
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QUANTITATIVE - ADVANTAGE Provides relationship measurement, precision and statistical power Supports generalization to other setti ngs Supports objectivity in data collection and thus a lack of researcher interpretations 4
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QUANTITATIVE - DISADVANTAGE All the general disadvantages of primary research plus Not adaptable to a wide range of participants Rigid structure Value-laden and biased - pre-guessing what the consumers will say Restrictive data collection process does not allows researchers flexibility to explore unanticipated topics Some standardized scales may be interpreted differently by participants 5
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1. Experimental Design 2. Survey 3. Longitudinal and Cross Sectional studies (panel) 4. Field Experiment TYPES OF QUANTITATIVE RESEARCH 6
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1. EXPERIMENTAL DESIGN An experiment deliberately imposes a treatment on a group of objects or subjects in the interest of observing the response. differs from an observational study, which involves collecting and analyzing data without changing existing conditions. Conducted in a lab – food lab! LFS Treatments can be: 3 different ads Blue and Red computer screens Tired and not –tired Attempts to predict events that will occur in the experimental setti ng by neutralizing the effects of other factors 7
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http://www.youtube.com/watch?v=gMv_- YmAlNM Example: 8
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http :// www.youtube.com/watch?v=vf rrclLB6-U example 9
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EXPERIMENTAL DESIGN ADVANTAGES AND DISADVANTAGES Advantages Isolate the “real” reason for behavior Disadvantages Participants realize they are being studied, try to guess what the experimenter wants and respond accordingly rather than respond to the treatment - Hawthorne Effect Hard to conduct a carefully planned design 10
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2. SURVEY Personal Telephone Mail Web 11
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PERSONAL SURVEYS Advantage Interviewer can observe reactions, probe and clarify answers Technique usually nets a high percentage of completed surveys Flexibility with location and time for gathering information Interviewer can use visual displays Disadvantage Costly Time consuming May contain interviewer biases 12
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TELEPHONE SURVEYS Advantage Fast Lower cost than personal surveys Response bias Wide geographic reach Disadvantage Survey length is limited Difficult to reach busy people. Difficult to discuss certain topics. 13
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MAIL SURVEY Advantage Wide distribution Interviewer bias is eliminated Anonymity of respondents Respondent can answer at leisure Disadvantage Limited to length of survey.
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