Brand personification – describe what kind of person u think of when the brand is mentioned iii. Technological Devices - 1. Galvanometers – measure interest / emotions aroused by exposure to a certain pic 2. Tachistoscope – flash an ad to a person with diff exposure interval (1 sec, split sec) – after each exposure – ask respondent describe everything he can remember about the ad 3. Eye cameras – study respondents eye movement – see where their eye land first, for how long 4. Brain wave scanners – brain activity 5. Audiometers – record when the device is on and which channel, when its off 6. GPS – how many billboard u pass by everyday etc d.Sampling plani.Sampling unit: Who is to be surveyed? ii.Sample size: How many people should be surveyed? iii.Sampling procedure: How should the respondents be chosen?
ii. Telephone – telephone interview – get info fast – interviewer can explain if respondent x understand the question –response rate higher. Drawback : interview must be short n x too personal, getting more difficult cuz ppl x like telemarketers disturbing them iii. Personal – interview – most versatile, can ask more question, can record observation – expensive, subject to interviewer bias. 2 forms : arranged interviews & intercept interview (non-probability sample, xgood) iv. Online – questionnaire on firms website, place a banner at popular site to draw ppl to answer, online product testing, real-time consumer panel, virtual focus group, blog, can ask ppl to rate an idea.: Advantage : not expensive, high return rate, fast, ppl tend to be honest online, versatile, more creative & fun to answer Disadv: samples can be small & skewed (not everyone hav internet), online panels can have excessive turnover(member might become bored halfway n leave), technological problem & inconsistencies (final design might look diff on diff screen) *can oso use SMS / text messages – more suitable for teenager 3) Collect information –most expensive step, most prone to error. 4 major problem : some x at home have to be contacted again. Some refuse to cooperate. Some give biased / dishonest answer. Some interviewers biased / dishonest *important to protect personal information. Depends on level of staff access hav to personal data. Some firms outsource / flexible staffing – got data management problem 4) Analyze information - extract findings from the collected data. Tabulate the data, frequency distribution, average, measure of dispersion etc. statistical techniques to find additional findings 5) Present findings – present only findings that are relevant to the major marketing decision.
You've reached the end of your free preview.
Want to read all 5 pages?
- Spring '14
- Marketing, Study Guide, Lecture Notes, Summary, Kotler, marketing research firm, marketing research firms