Focus group interviewing where a moderator focuses the discussion They present

Focus group interviewing where a moderator focuses

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Focus group interviewing – where a moderator “focuses” the discussion. They present some challenges; small #’s = hard to generalize results. Focus group participants aren’t always open and honest about their true feelings.
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Online marketing research – internet surveys, online focus groups, web-based experiments, or tracking consumers’ online behavior. Internet is best suited to quantitative research A primary qualitative internet-base research approach is online focus groups; although online focus groups require some advance scheduling, results are almost immediate. One major problem is controlling who is in the online sample. Sampling Plan Sample – a segment of the population selected for marketing research to represent the population as a whole. Designing the sample requires 3 decisions: Who is to be studied? How many people should be included? How should the people in the sample be chosen? Probability samples – each population member has as known chance of being included in the sample, and researchers can calculate confidence limits for sampling error Non-probability samples – sampling error cannot be measured. Research Instruments Questionnaires – by far the most common instrument, whether administered in person, by phone, by email or online. Closed-ended questions, open-ended questions Mechanical instruments i.e. attaching meters to cable boxes 3) Implementing the research plan – involves collecting, processing, and analyzing the information 4) Interpreting and reporting the findings – interpret findings, draw conclusions, and report them. 9. explain how companies analyze, distribute, and use marketing information. (textbook, pp. 167–170) Customer Relationship Management (CRM) – manage detailed information about individual customers and carefully manage customer touchpoints to max. customer loyalty. The most common CRM mistake is to view CRM as a technology and software solution only. Distributing and Using Marketing Info. Regular performance reports, intelligence updates, and reports on the results of research studies 10. discuss the issues marketing researchers face, including issues of public policy and ethics. (textbook, pp. 170–175) Other Marketing Information Considerations Marketing research in small businesses and not-for-profit organizations International marketing research
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Public Policy and Ethics in Marketing Research Two major public policy and ethics issues in marketing research are: 1. Intrusions on Consumer Privacy o There are no answers when it comes to marketing research and privacy. Increasing consumer resentment has become a major problem for the marketing research industry, leading to lower survey response rates in recent years. If researchers provide value in exchange for information, consumers will gladly provide it The best approach is to only ask for the information they need, use it responsibly to provide customer value and avoid sharing information without the customer’s permission. 2. Misuse of Research Findings Research studies can be powerful persuasion tools; companies often use study results as claims in their advertising and promotion. Recognizing that surveys can be abused, several associations have developed codes of research ethics and standards of conduct.
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  • Spring '15
  • Marketing, researcher, Managing Marketing Information

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