mkt 335 dvd 7&8

mkt 335 dvd 7&8 - home, tracks what you're...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
MKT 335—MARKETING RESEARCH I) DESCRIPTIVE RESEARCH DESIGNS Recall Inverted Pyramid More Rigid Who, What, When, Where, Why, How Dummy Tables -forward thinker, visualize dummy tables (attempt to project what things will look like and go like) -helps format survey questions Longitudinal Panels vs. Cross-Sectional Survey 1) Longitudinal Panels-happens over time (measurements) Good at Gathering Detailed Demographics -stay with you for a period of time -you choose to do it, gather more detail -more accurate info Usually More Accurate than Cross-Sectional on Purchase Behavior “Real-Time vs. Memory Recall”
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Non-representative On-going Cooperation Rates < 50% Continuous vs. Discontinuous A) Continuous Repeated Measures of Same Variables Nielsen’s Homescan -agreed to scan items you've bought when you bring them
Background image of page 2
Background image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: home, tracks what you're doing-can sell this data to companies Nielsens TV Ratings People Meters, Diaries, Calls Randomly selected 5,100 HHs Provides a National Measurement Electronic TV Meters 400-500 HHs in 56 Largest Markets Provides a Local Measurement Diaries in all 210 US TV Markets Sweeps: Nov, Feb, May, July Digital TV and Nielsens Active/Passive Meter Measuring DVR and VOD, NDPs Online Panel Arbitrons Radio Market Report Listening Diary B) Discontinuous Measured Variables Change Synovates Global Panel 2) Cross-Sectional Survey-one time event, sample Snapshot, Point-in-Time Typically More Representative Shortcomings-can't make people stay in participation-loyalty cards, helps to find demographics and buyer behavior, Dunn humbar...
View Full Document

This document was uploaded on 10/26/2011 for the course MKT 335 at Miami University.

Page1 / 3

mkt 335 dvd 7&amp;amp;8 - home, tracks what you're...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online