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MKTG Exam 2 Study Guide 6 7 8 9 10

Anonymity for respondents respondents have time to

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Anonymity for respondents Respondents have time to reply thoughtfully. Problems Low response rate; non-representative sample No one probes respondents to clarify or elaborate. Some issues related to mail surveys Whether and when to send reminder mails? Web/email surveys Focus Groups Type of survey research because participants are asked a series of open-ended questions Definition: seven to ten people who participate in a group discussion led by a moderator. Questionnaire Design Types of Questions Open-ended Closed-ended Scaled-response A Good Questionnaire Should Consider all possible answers (e.g., not applicable) Be clear and concise (unambiguous) Use reasonable terminology 13
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Be careful with stating the purpose Avoid asking two questions in one Be unbiased Observation Research Relies on watching what people do (Exhibit 9.3) People watching people People watching an activity Machines watching people Machines watching an activity Some examples Mystery shoppers One-way mirror Behavioral targeting (online observation) Ethnographic Research The study of human behavior in its natural context; involves observation of behavior and physical setting Participant observers “live with” consumers like anthropologists Virtual Shopping Simulation of real shopping situation Hypothetical context – subject must play act or role play Realism – especially for videogamers, etc. Can control variables and distractions Quick data collection Production costs are declining Flexibility to change options, settings, etc. Experiments Experiments can be done in the real marketplace in the labs (i.e., mock market) The best experiment: all factors are held constant except the ones being manipulated. Independent variables are manipulated (examples) Dependent variables are subsequently measured (examples) Sampling - not on exam Type of Samples (see Exhibit 9.4 on p. 144) Probability samples Non-probability samples Type of Errors (do not need to know these) Measurement Sampling 14
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Frame Random Analyzing, Reporting, and Following Up Analysis Descriptive Quantitative Qualitative Preparing the report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations Follow up Internet for Marketing Research Administer surveys Conduct online focus groups Other marketing research – Web Community Research, Consumer-Generated Media Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. Two major suppliers IRI: BehaviorScan and InfoScan A.C. Nielsen Competitive Intelligence An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors Constant monitoring Sources: internet, company personnel (esp. sales), experts, CI consultants, government agencies, UCC law
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