COMM 223 Study Guide - Midterm Guide: Neuromarketing, Focus Group, Marketing Intelligence
19 Oct 2017
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Customer insights are: fresh & deep insights into customers needs & wants, difficult to obtain, not obvious, customer"s unsure of their behaviour. Not derived from more information but better information & more effective use of existing information. 5. 1: consists of people and procedures for: Helping decision makers use the information for customers. Quality marketing research: validity: collect the right type of information from the respondent, representativeness: collect the information from a representative sample of the population. Each contact method has problems associated with it: focus groups can be done in person, teleconferencing or on- line (moderator conducts the session, controls content, flow & can view reports in real time. Key topics: key difference between probability & non-probability samples: Probability uses precise rules to select the sample. Thus each element of the population under study has a specific known chance of being selected.
