As the market researcher how would you respond first

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new promotional strategies. As the market researcher, how would you respond? First, a focus group is exploratory research. It generates the opinions of 8-12 people. To make major product and promotion strategy decisions based on the opinions of a few consumers could be risky, if the opinions and needs of target market segment are not similar to this small sample group. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 09-04 Describe the various primary data collection techniques.
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Topic: Marketing Research Process Step 3--Data Collection Process 133. (p. 192) How can developing a questionnaire be part art and part science? Questions need to be carefully designed to address the specific research needs but, they also need to avoid being misleading, use language respondent's understand, be sequenced in an appropriate order, and avoid the variety of problems described in Exhibit 9. 5. Market researchers need to put themselves into the minds of respondents and anticipate problems in advance. That is difficult and is part art and part science. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 134. (p. 193) Writing good, clear survey questions is more difficult than it seems at first. What are the five types of question-writing errors discussed in the text? The text lists five types of issues in question design including: - Questions respondents cannot easily or accurately answer. - Sensitive questions respondents may not want to answer. - Double-barreled questions. - Leading questions. - One-sided questions. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 135. (p. 193) Why are more and more market researchers using Web surveys? Response rates are relatively high. Respondents may lie less. It is inexpensive. The results can be processed and received quickly. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 136. (p. 197, Adding Value 9.2) How can a small business do market research on a shoestring budget?
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Customers can provide a wealth of information, quickly and cheaply. A business person's network can be an important source of information. Census data is available quickly and cheaply. Web sites, SEC filings, and NAICS codes can help address research questions for anyone. Focus groups, if managed properly, can be used by small businesses, and surveys can be created and used without considerable expense. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-04 Describe the various primary data collection techniques.
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