MARK 3000 Lecture 5: Marketing 3000 Test 2 w/ Diagrams

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Marketing research: anticipating and interpreting the needs/wants of consumers. Research process: defining objectives and research needs. Lumber 84= different interpretations: designing the research. Ex: 60 year old woman chunking brandy into recycling every week. :family of 5 boys drinking multiple gallons of milk a week. In depth interviews: somewhat unconstructed, time consuming and costly, few participants, discuss one topic, trained experienced moderator iv. focus groups. Mad men: blind mirror watching the women react to lipstick choices: 8-12 similar participants v. social media research, monitoring blogs, online communities. Gaga at superbowl- people tweeting about her stomach instantly. Tweets can have location when doing consumer feedback: sentiment mining, quantitative. large #s of respondents i. statistically valid and generalized to larger population ii. have confidence in data set measured. X affects y. changing one variable to see the effect on the other. Ex: changing one of the four p"s: experiments.

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