2 Focus Groups Focus groups are the mainstay of consumer research H ere several

2 focus groups focus groups are the mainstay of

This preview shows page 47 - 52 out of 55 pages.

2) Focus Groups: Focus groups are the mainstay of consumer research. H ere several customers are brought together to take part in a discussion led by a researcher (or "moderator"). These groups are a good way of exploring a topic in some depth or to encourage creative ideas from participants. 1.4. Marketing Research Techniques
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C) Longitudinal Studies: Longitudinal studies are also known as time-series studies and involve a repetitive measurement of the same sample of elements over time. a) Meaning: Longitudinal studies repeatedly measure the same sample units of a population over a period of time. Because longitudinal studies involve multiple measurements, they are often described as "movies" of the population. b) Applications of Longitudinal Studies in Marketing: 1.4. Marketing Research Techniques Consumer Panels
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C) Longitudinal Studies: b) Applications of Longitudinal Studies in Marketing: 1) Consumer Panels: A longitudinal study that gathers data from the same sample of individuals or households over time is called a consumer panel. Consumer panel method gives reliable information for policy decisions on marketing. Types of Consumer Panels: 1.4. Marketing Research Techniques Purchase Panel Audience Panel Attitude Panel Dealer Panel Product Testing Panel Retail Panel/Retail Audit
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C) Longitudinal Studies: b) Applications of Longitudinal Studies in Marketing: 1) Consumer Panels: Types of Consumer Panels: (a) Purchase Panel: Purchase panel is useful to study the purchasing habits and trends of consumers. Such panel is a group of selected consumers who are asked to record purchases made by them regularly in the diaries provided to them. Information is collected from the panel members continuously for detailed analysis. (b) Audience Panel: Audience panels are panels designed to provide information regarding media audiences. Audience panels are of listeners / viewers of programmes on radio and TV. The panel members are asked to listen the programmes on TV and radio regularly. c) Attitude Panel: Attitude panel is useful for the study of attitude of consumers towards a product/ marketing practice. Attitudes are usually studied along with the purchase behaviour of consumers. 1.4. Marketing Research Techniques
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C) Longitudinal Studies: b) Applications of Longitudinal Studies in Marketing: 1) Consumer Panels: Types of Consumer Panels: (d) Dealer Panel: Dealer panels are useful for collecting information from the dealers in a continuous manner. They give data on dealer activities including total sales, prices charged, promotional efforts made, services offered and so on. (e) Product Testing Panel: Product testing panel is useful for testing the utility and other features of the product before bringing it in the market for Large scale marketing. The panel includes consumers from cross section of the society. (f) Retail Panel/Retail Audit: Retail audit panel is a panel of retail traders who are willing to give information about their stocks at regular intervals purely for research purpose. Panel members are required to note information about the sales and stock position and provide the record for study purpose.
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