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05 Marketing Research-Complete

Understanding of customer needs requires research

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Unformatted text preview: iew Survey research Experimental research Focus Group o༆  Group interac)on! o༆  Focused on topics introduced by a moderator. o༆  Open- ended and free- flowing discussions o༆  Size: Typically 4- 12 persons. o༆  The research report summarizes what was said, what was le^ unsaid. Focus Groups vs. One- on- One Interviews Focus Groups One-on-One Interviews Pros Pros •  Group dynamics – can trigger new comments   Each person gets 30-60 minutes of airtime •  Takes less time •  Can more easily probe “why” •  More interesting for observers •  More data generated per respondent Cons •  Easier to coordinate scheduling •  A few people may dominate Cons •  Limited air time for each participant •  More time consuming to conduct •  More analysis time required •  “Group think” concerns •  More difficult to schedule Metaphor Elicita)on Techniques Seek to Tap Into Non- Verbal Informa)on •  ZMET (Zaltman Metaphor Elicita3on Technique): •  Probe agtudes and feelings of people rela)ve to specific subjects through the use of metaphors and visual images •  Premise: •  Gaining a be]er understanding of customer needs requires research tools that engage their nonverbal (especially visual) channels of thought and communica)on •  Par)cularly useful for understanding customers’ percep)ons of brands •  Methods: •  Clip magazine pictures, take photographs, generate collages •  Drawbacks: •  Interpreta)on and analysis requires great skill and is very subjec)ve Survey •  Two types of ques)ons –  Open- ended –  Closed- ended •  Survey Method •  Sample •  Typical wording problems Survey Method Mail Survey method Telephone Interviewer effects + Reliability Speed Flexibility Representa)ve Informa)on per subject – + – Internet – – Costs Personal + + – + + – – Survey: Sa...
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