diffusion of innovations

diffusion of innovations - CHAPTER 15 Consumer Influence...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 15 Consumer Influence and the Diffusion of Innovations 1. Key Concepts Opinion leaders Methods of measuring opinion leadership Self-designating Sociometric Key-informant Objective Why is an opinion leader a more credible source of product information than an advertisement for the same product? A company that owns and operates health clubs across the country is opening a health club in your town. The company has retained you as its marketing research consultant and asked you to identify opinion leaders for its service. Which of the following identification methods would you recommend: the self-designating method, the sociometric method, the key-informant method, or the objective method? Explain your selection. In your answer, be sure to discuss the advantages and disadvantages of the four measurement methods as they relate to the marketing situation just described. Describe two situations where you served as an opinion leader and two situations where you sought consumption-related advice/information from an opinion
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

diffusion of innovations - CHAPTER 15 Consumer Influence...

This preview shows document pages 1 - 2. Sign up to view the full document.

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