MKTG 342 Lecture Notes - Lecture 1: Test Drive, Bounce Rate, Customer Satisfaction
Document Summary
Marketing metrics, brand awareness (classic): higher awareness = more likely to purchase, can be measured through surveys, website searches, etc, test drive (classic): important metric at the evaluative stage of the purchasing cycle. Volume: tells you how much people care about the product. Focus groups: companies recruit 6-12 participants who respond to prompts from moderator: cons: observer interference can occur, hard to generalize results. In-depth interview: look for person with specific requirement to get a deeper understanding; good for complex and sensitive topics and for new product development: cons: hard to generalize, require trained interviewer, costly. Projection techniques: respondents asked to interpret behavior of others so they indirectly project their own beliefs; good when people are unwilling to be honest (ex: nescafe, sentence completions) Basic concepts: dependent variable: outcome variable we"re interested in, independent variable: the treatment condition, its effects are measured and compared, confounding variable: variable other than iv that affects dv.
