JOUR 250 Lecture Notes - Lecture 21: Universal Product Code, Horse Length, Test Market
22 Feb 2018
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Project techniques: asking indirect questions to consumers to understand their underlying feelings, attitudes, opinions, needs, and motives. Intensive techniques: probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning in-depth interview: uses planned but loosely structured questions focus group: 6+ ppl discuss product or marketing situation. Ethnographic research: trying to understand behavior and culture by going out and talking to people wherever they are while they"re doing whatever is it they do. Observation method: monitoring peoples actions, typically performed by large, independent marketing companies universal product code: vertical bars with a 12 digit number. Survey: getting people opinions in person, by mail, on the telephone, or internet. Direct questioning: method designed to elicit a full range or responses to the advertising. , effective for testing alternative ads in early stages of development. Central location tests: type of pretesting where videotapes of test commercials are shown to respondents on a one on one basis ,typically in shopping center locations.
