MarketingInformationManagement_Spring2012

marketing foundations 1202012 1202012 university of

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Unformatted text preview: sity of North Texas University of North Texas 29 12 Marketing Information Management How a focus group works... Marketing Foundations 1/20/2012 University of North Texas 30 Virtual Focus Groups Marketing Foundations Online Focus Groups Focus Groups • • • • • Social Network Sites with invited members Discuss new product ideas Test new advertising campaigns Administer polls $69 Million expenditures next year Companies using • Del Monte – “I Love My Dog” Monte Love My Dog • 400 invited members • Test new product ideas, promotion, create ‘buzz.’ • Procter and Gamble • Walt Disney • Sylvan Learning 1/20/2012 1/20/2012 University of North Texas University of North Texas 31 13 Marketing Information Management Other Personal Interviews Marketing Foundations Depth Interview Mall Intercept Door to door 1/20/2012 University of North Texas 33 The Mail Survey... Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 34 14 Marketing Information Management Mail Surveys Advantages • No interviewer bias • Inexpensive • Interviewee remains anonymous • May get more honest answers 1/20/2012 Marketing Foundations Disadvantages • Response rates often very low • Inflexible – all respondents answer same questions • Respondent misunderstanding • Finding mailing lists • Lack of control over sample University of North Texas 35 Panel Surveys Marketing Foundations An alternative to the mail survey... Evolve into ‘single‘single-source data systems’ data systems’ 1/20/2012 1/20/2012 University of North Texas University of North Texas 36 15 Marketing Information Management Survey Research Marketing Foundations Advantages Disadvantages • Versatile • Quick Data on why people behave i.e. motives • Dependent on researcher skills • Value of information may be buried in bulky reports • Possible damage by sampling error; improper sampling error; improper questionnaire questionnaire construction 1/20/2012 University of North Texas 38 Experimentation Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 40 16 Marketing Information Management An Experiment in Subliminal Perception Marketing Foundations • James Vicary James Vicary • 1957 New Jersey theater • Two subliminal messages presented every 5 seconds for 1/3000 of a second • “Drink Coke” • “Eat Popcorn” • Popcorn sales increased by 58%; Coke sales went up 18% over six weeks of test 1/20/2012 University of North Texas 41 The Impact of Vicary… Marketing Foundations • Vicary’s study lacked scientific rigor lacked scientific rigor – Results not replicated in any further studies – Speculation that the studies were faked; Vicary later admitted his guilt. • Public outrage, interest… – FCC, Congress conducted hearings to see if it should be regulated it 1/20/2012 1/20/2012 • FTC has never taken an official position • FCC believes that “the use of subliminal perception is...
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This note was uploaded on 12/13/2012 for the course MKTG 3650 at North Texas.

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