Professional Documents
Culture Documents
Chapter Questions
What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2
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Research Approaches
Observation Ethnographic Focus group Survey Behavioral data Experimentation
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Research Instruments
Questionnaires Qualitative Measures Technological Devices
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No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12
Modern...Old-fashioned
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Probably buy
Not sure
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Travel ________________________
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Qualitative Measures
Word association Projective techniques Visualization Brand personification Laddering
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Technological Devices
Galvanometers:
Measure interest or emotion aroused by exposure to a specific ad or picture
Tachistoscope: flashes an ad with exposure interval Eye cameras: where does the eye lands first? Audiometers GPS
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Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
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Contact Methods
Mail questionnaire Telephone interview Personal interview Online interview
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