MKTG 292 Lecture Notes - Lecture 13: Blind Taste Test, Ideas Group, Focus Group
Document Summary
Marketing research notes: marketing research- links the organization with its market environment. Exploratory research- generate ideas on alternatives and criteria to evaluate the alternatives (focus groups, ethnographic research, etc. : respondent intensive, main purposes: problem definition, hypothesis generation, rich understanding, preliminary. Types: key informant, observational, case study, focus groups, and 1-to-1 interviews reaction, pretest questionnaires. Data is engaging and easy for clients to understand. Small slice can lead to a false sense of understanding. Social desirability and moderator influence: alternatives: 1-on-1 interviews, observational, etc, i. e. p&g"s pringles: P&g developed product to overcome existing retailer complaints (they wanted chips that wouldn"t break in transit or spoil quickly) Pringles was judged as good competition in blind taste test. Was predicted to do well, but ended up in low repeat purchases. Pringles conducted a focus group to study the consumer psychology driving the purchase behavior: most useful when: You want to see how people behave in natural environments.
