MKT 3340 Lecture Notes - Lecture 6: Google Analytics, Pepsi Challenge, Neuromarketing

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 3340
• Professor: Prasad Ashutosh

Document Summary

Qualitative research involves collecting and analyzing data by observing what people do and say. Indirect is the behavior or its consequences observed: disguised vs. undisguised is subject aware or unaware of being observed, structured vs. unstructured, human vs. Direct: clickstream data to understand online response to ads. Google analytics: use eye tracking to compare placement of ads on screen. Which placement of ads is most effective: design of advertising through neuromarketing. When people drink it blind, the brain stimulated more with pepsi. But when known the brand, people chose coke: museum observes popularity of different exhibits by counting traffic at each, manager accompanies salesperson on calls to observe salesperson effort. Indirect: compare different ad design elements through effect on sales, museum examines wear out of tiles in front of exhibit to determine popularity, manager reads salesperson"s activity reports; observers outcome measures. Tools such as google analytics for a webpage or blog. Mystery shoppers: used by retailers to observe staff behavior.