MKT 100 Chapter Notes -Participation Bias, Focus Group, Asian Canadians

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Finlayson

Document Summary

Section 1: researching customers: microeconomics, private i nformation: states that a firm profits from unique information and insights it has about production techniques and trade secrets. Section 2: qualitative consumer research: qualitative, observation, in-depth interviews with customers, supplier and middlemen, ethnography: the way of life with people, sometime voice of customer separate from decisions, organization less market oriented. Customer visits: don"t confuse customer visit with a sales call, don"t go behind back of sales. Listen to customer: avoid changing subject, observe product in use in every usage situation. 2 or 3 team members make the visit together. Focus group research: most common market research method used today, consists of 6 to 12 carefully selected people who focus on a particular question or issue in a free-wheeling discussion for about 2 hours. Section 3: survey consumer research: descriptive research far more common in business than cause and effect experimental research, to see the whole population, can use a sample.