MKTG 3100 Study Guide - Final Guide: Pest Analysis, Likert Scale, Conjoint Analysis
25 Apr 2016
School
Department
Course
Professor
Document Summary
Assess current marketing position & consumer perception. Test names, ad concepts and other creative assets. Business strategy where to play and how to win. Key considerations in product/service research: understanding b2b and b2c consumer wants and needs understanding the product category from their eyes, emotional connects are critical how to inspire the purchase trigger that correlates with their core values. Step one: define the problem & research objectives. Need to have a clear vision of where you are going. Don"t want to spend all this money on research only to have it not be relevant to your actual problem. Step two: develop the research plan and design the project. Convenience interviewer discretion (quick, but respondents self select) b. ii. Judgement study objects are hand picked (subjective, tons of bias) b. iii. Referral (low sample variance, will not guarantee who will complete it) b. iv. Quote lost control characteristics and assign quotas. Respondent questions questions that you actually ask in qualitative research.
