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Unformatted text preview: Notes go along with marketing research slides 2008 domestic box office- See what people are looking to go see/interested in- Monitor trends Sherlock Holmes- Know for sure on average as a group they will like it Marketing Research- Expensive but have a particular questions we need to answer Formulate the problem - Questions to ask o Why it failed? o How can they change the image of light beer? Exploratory research- Observational methods: watch reactions- Depth interviews: answer questions then follow by why and how to make you elaborate Observations- Fisher price toys lab, observing kids playing Focus groups- Test mew products- 6-8 people- Large groups if dont have a lot of money- Determined by the topic- Usually have same number of groups as segments in the market Secondary data- company databases, free information (newspaper/internet), Ac Nielson, government databases (US census)- Advantages: cheaper, faster- Disadvantages: cant change questions or get additions information (not as focused)...
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- Spring '08