Techniques appropriate to marketing services industry

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techniques appropriate to marketing services industry . 1. Closed-ended Surveys and Online Quizzes Closed-ended surveys and online quizzes are based on questions that give respondents predefined answer options to opt for. There are two main types of closed-ended surveys – those based on categorical and those based on interval/ratio questions. 2. Open-Ended Surveys and Questionnaires Opposite to closed-ended are open-ended surveys and questionnaires. The main difference between the two is the fact that closed-ended surveys offer predefined answer options the respondent must choose from, whereas open-ended surveys allow the respondents much more freedom and flexibility when providing their answers. 3. 1-on-1 Interviews One-on-one (or face-to-face) interviews are one of the most common types of data collection methods in qualitative research. Here, the interviewer collects data directly from the interviewee. Due to it being a very personal approach, this data collection technique is perfect when you need to gather highly-personalized data. 4. Focus groups The focus groups data collection method is essentially an interview method, but instead of being done 1-on-1, here we have a group discussion.
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Whenever the resources for 1-on-1 interviews are limited (whether in terms of people, money, or time) or you need to recreate a particular social situation in order to gather data on people’s attitudes and behaviors, focus groups can come in very handy. 5. Direct observation Direct observation is one of the most passive qualitative data collection methods. Here, the data collector takes a participatory stance, observing the setting in which the subjects of their observation are while taking down notes, video/audio recordings, photos, and so on. Question 8: Write a brief note on external environment factors in marketing audit. Answer in 150 – 200 words An external marketing audit, on the other hand, looks at the external components that shape your marketing and product development strategies. Usually, the external environment in the promotional world is split into two segments: micro and macro. The macro-environment is where your “PESTLE” analysis comes in. Here’s where you look at the most significant external influences that you can’t generally control. You need to think about everything from economic impact, to social and regulatory issues. As the name suggests, a “micro” external marketing audit looks at things that are a little smaller. When you conduct a micro analysis, you look at things like stakeholders and what they’re willing to invest in as you grow your business. You can also conduct competitor analyses that help you to position yourself as a differentiator in your space by seeing what other people are doing.
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  • Fall '15
  • Marketing, Marketing Organization, marketing manager

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