BUS-294 Chapter Notes - Chapter 1: Campbell Soup Company, Neuromarketing
22 Sep 2020
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Idea generation methods coming up with ideas: individual interviews. Involve a single researcher asking questions of one respondent: has this advantage: Using follow-up questions to a respondent"s initial answers: has this disadvantage: is very expensive, depth interviews, are a special kind of individual interview . In which researchers ask lengthy, free-flowing questions to : probe for underlying ideas and feelings of respondents, focus groups, are informal sessions of 6 to 10 past, present, or prospective customers: In which a discussion leader, or moderator, asks their opinions about . Are often difficult to obtain with individual interviews . Due to the peer interaction of the members: fuzzy front end methods, are attempts to identify elusive consumer tastes or trends, are used by consumer product firms to find new product ideas. Example: trend hunter identifies emerging shifts in social behavior, which are driven by changes in pop culture that can lead to new products. Has a global network of almost 125,000 members.
