MKTG1002 Lecture Notes - Lecture 4: Millward Brown, Qualitative Property, List Of Macos Components
Document Summary
The need for market research is to make better decisions. Ha(cid:448)i(cid:374)g i(cid:374)for(cid:373)atio(cid:374) is useful if you(cid:859)re (cid:373)aki(cid:374)g a(cid:374) i(cid:373)porta(cid:374)t de(cid:272)isio(cid:374) A concept refers to a new idea for something o. Reaction to it could be tested in many ways depending on what decisions have already been made. Brand performance monitors these regularly collect key metrics o. One-off studies o(cid:374)ly gi(cid:448)e a (cid:858)s(cid:374)apshot(cid:859) of perfor(cid:373)a(cid:374)(cid:272)e (cid:449)hi(cid:272)h (cid:272)a(cid:374) (cid:271)e (cid:373)isleadi(cid:374)g. We do(cid:374)(cid:859)t k(cid:374)o(cid:449) e(cid:448)ery (cid:272)hara(cid:272)teristi(cid:272) of the populatio(cid:374) Some demographic groups are usually more available or willing to take part in research which means there is a high risk of biased research. Questionnaires when there are short questionnaires there is greater participation and greater attention (better quality answers) The nature of the research issue and how it is understood will influence whether we take a quantitative, qualitative or mixed-methods pathways. Increases likelihood that the information gathered is relevant to the question asked. Involves an interpretive, naturalistic approach to studying things.
