Consumer panel research in which people record in

  • University of Dhaka
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consumer panel research in which people record in personal diaries, information on their attitudes, behaviors, or purchasing habits. focus group Unstructured but in-depth interview of a small group of individuals (8 to 12 people) by a moderator to learn the group’s attitudes about a company or its product. consumer panel Research in which people record in personal diaries information on their attitudes, behaviors, or purchasing habits. Surveys Research in which an interviewer asks current or potential buyers to answer written or verbal questions to obtain facts, opinions, or attitudes is called a survey . For example, if Reebok ( ) wants to learn about consumer attitudes toward its latest women’s aerobics shoe in Britain, it could ask a sample of British women about their attitudes toward the shoe. Verbal questioning could be done in person or over the telephone, whereas written questioning could be done in person, through the mail, or through forms completed at Reebok’s Web site. The results would then be tabulated, analyzed, and applied to the development of a marketing plan. survey Research in which an interviewer asks current or potential buyers to answer written or verbal questions to obtain facts, opinions, or attitudes.
The single greatest advantage of survey research is the ability to collect vast amounts of data in a single sweep. But as a rule, survey methods must be adapted to local markets. For example, survey research can be conducted by any technological means in industrialized markets, such as over the telephone or the Internet. But telephone interviewing would yield poor results in Bangladesh because only a small percentage of the general population has telephones. Also, although a survey at a Web site is an easy way to gather data, it must be remembered that even in some industrialized nations users still represent mostly middle- to upper-income households. Written surveys can also be hampered by other problems. Some countries’ postal services are unreliable to the point that parcels are delivered weeks or months after arriving at post offices, or never arrive at all because they are stolen or simply lost. Naturally, written surveys are impractical to conduct in countries with high rates of illiteracy, although this problem can perhaps be overcome by obtaining verbal responses to spoken questions. Environmental Scanning An ongoing process of gathering, analyzing, and dispensing information for tactical or strategic purposes is called environmental scanning . The environmental scanning process entails obtaining both factual and subjective information on the business environments in which a company is operating or considering entering. The continuous monitoring of events in other locations keeps managers aware of potential business opportunities and threats. Environmental scanning contributes to making well-informed decisions and the development of effective strategies. It also helps companies develop contingency plans for a particularly volatile environment. environmental scanning

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