MKTG 3100 Lecture Notes - Lecture 2: Focus Group

• School: University of Iowa
• Department: Marketing
• Course: MKTG 3100
• Professor: Ying Yang

Document Summary

Describing a population with respect to important variables. Step 3: sufficient evidence to convict a suspect of crime. Research conducted to gain ideas and insights to better define the problem or opportunity . A statement that specifies how two or more measurable variables are related. Some examples: (h1): women are more likely than men to make impulse purchases of our brand. Variables: gender/ # of impulses purchases (h2): decreasing price by 10% will increase unit sales by 30% Variable: price/unit sales (h3): adoption of our new product will be greater in northern states than in southern states. Variable: adoption in northern states/adoption in southern states. Interviews with people knowledgeable about the general subject being investigated. Those who work with it (e. g. , employees, consultants) An interview conducted among a small number of individuals simultaneously,; the interview relies more on group discussion than on directed questions to generate data. Intensive study of selected examples of phenomenon interest.