BU432 Lecture Notes - Lecture 2: Focus Group, Ritz Crackers
Document Summary
Lifestyle: how should the information be obtained, primary data, expensive, time consuming, harder to collect, specific to immediate need, secondary data, can be outdated or biased. Jeans & t-shirts: how you promote to people may be shaped by secondary data. If someone typically spends x but you want them to spend y, give them promotions to entice them to do so: might send you reminder emails if you stop coming in as often. Observation: useful to observe in-store behavior, situational factors that affect decision making, customer- employee interaction. Less likely to be subject to lying or to be rushed (surveys with incentive less carefully taken) Projective techniques (cid:862)d(cid:396)a(cid:449) (cid:455)ou(cid:396)self eati(cid:374)g ritz (cid:272)(cid:396)a(cid:272)ke(cid:396)s(cid:863: based on how they draw their facial expression may identify how they feel about it, what the(cid:455)"(cid:396)e doi(cid:374)g (cid:449)hile the(cid:455)"(cid:396)e eati(cid:374)g the(cid:373) (cid:894)situatio(cid:374)(cid:895, how or when they consume it.
