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Unformatted text preview: You got to touch, feel You got to smell You got to speak You got to ask question How do we get it? Primary research Interviews Focus groups Phone surveys Email/ on line surveys Blog diaries Ethnography Field intercept Field audit Dumpster diving! Guerilla: street intercepts Trade shows Research companies General Specialized Nielson Comscore/ Media Metrix Existing research reports Internet sites, blogs, etc. Library Companies Homework and assignment Political-hands free cell phone law Identify at least 2-3 customer audience segments that are affected by this, directly or indirectly, and how/ why. For each segment, identify how the issue creates new or impacts existing customer wants, needs, and demands and provide at least 2-3 examples for each segment. Case project assignment “company / brand” selection...
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This note was uploaded on 05/26/2011 for the course MRKT 103 taught by Professor Wang during the Summer '08 term at Berkeley.
- Summer '08