mkt 335 dvd 3 - MKT 335MARKETING RESEARCH RESEARCH DESIGNS...

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MKT 335—MARKETING RESEARCH RESEARCH DESIGNS (STEP TWO) Framework/blueprint… Recall: Exploratory, Descriptive & Causal -reverse pyramid (top-to-bottom: e,d,c) -depends what we know, what we're trying to solve for or achieve I) EXPLORATORY (Qualitative) General Comments -broad insight -final solutions II) METHODS 1) Literature Review -IDI (blue) -FG (blue) -project tech (red) -big brother (red) -brand insight (red) -publish data -trade -popular press
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academic journals 2) IDI(s) -key info -script 3) Focus Group -8-12 people -homogenous groups -avoid controversy -somewhat scripted (moderation) -1 to 2 hours -script=broad, midrange, specific -cattle call (all), predetermined invite list -logos (acad., athlet., alumni) A. Traditional -above stuff B. Play Groups -kids -Hasbro (toys, games) -get kids and parents involved C. Online -sensitive product resisting in-face info -don't necessarily get synergy or know who is responding to you -get people from around the world
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D. Twitter Twitter as a Focus Group http://adage.com/digitalnext/article?article_id=133509
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This document was uploaded on 10/26/2011 for the course MKT 335 at Miami University.

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mkt 335 dvd 3 - MKT 335MARKETING RESEARCH RESEARCH DESIGNS...

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