MGT 140 Lecture Notes - Lecture 10: List Of Fables Characters, Marketing Plan, Profit Margin
Document Summary
Write marketing plan = what we recommends and why . Business objectives for marketing plan over next 12 months (yoy = year over year) Increase customer visits by 10: what are some strategic implications. Quantitative research: large sample sizes, empirical evaluations of attitudes/behavior, designed to generate predictive numerical data. Qualitative research: small group of respondents, not analyzed with statistical techniques, focus on cognitive processes. What are the objectives: identify customer, identify marketing problems, learn what survey should be examining, gather ideas for marketing plan. Advantages: rich source of customer feedback, information straight from customer"s own words, there is participant interaction, can have complex ideas w/ more realistic contexts, help give insight, build understanding. Write survey instrument: should take less than 10 min to fill out. Format: part 1: profile section (psychographic, part 2: main section, part 3: demographic section. Sources of error: defining your population, sampling error. Frame: when wrong sub-population is used to select a sample.
