Oct 7 - Marketing Research, Part III, and Consumer Behaviour

Oct 7 - Marketing Research, Part III, and Consumer...

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Marketing Research, Part 2 + Consumer Behaviour October 7, 2009 Instructor: Tamar Milne
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Agenda Research design cont’d Primary research methods cont’d Sampling Influences on consumer behaviour Psychological factor: needs/motives For next class. .. 2
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Experiment Manipulate a test group and compare results to control group Most common in marketing as a test market Goal: determine causality Limitations: cannot account for all variables of real-life situations; competitive threat; expensive 3
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In-depth interviews Flexible; detailed information Limitations: expensive; time-consuming Surveys Standardized; lower-cost; structured or unstructured; any medium: phone, online, mail, in-person. .. Limitations: only simple questions; response rates; possibility of confusion with questions 4
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Focus groups Flexible; detailed information; possible online Limitations: “group - think”; small sample size; challenging to facilitate Projective techniques Via survey, interview, focus group 5
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at The University of British Columbia.

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Oct 7 - Marketing Research, Part III, and Consumer...

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