Tuesday 917

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    05-Dec-2014
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Transcript of Tuesday 917

  • 1. Week of 9/9 Target Markets Market Research aka applied research or administrative research allows us to be more in touch with the publics/target market vs. relying on third party research typically results are unpublished because it is proprietary Monday, September 16, 13
  • 2. Week of 9/9 Target Markets Market Research Sampling: sample- a section of the population that represents and reects the larger population probability sampling every member of the public has a fair chance at being selected for the sample mathematical non-probability sampling unequal chance of being selected, statistically use when the goal is to gain insight into a specic group, budget or schedule doesnt allow, or margin of error is irrelevant Types: convenience- sample is created by pulling people readily available. i.e. shopping malls volunteer- sample members ask to be a part of research i.e. magazine survey, call-in shows purposive- meet certain demographics i.e. shop at Coach, drive trucks or own iPhones snowball- small group who are asked to indicate others who could participate quota- selecting participants to reach specic percentages, a specic make up. (i.e. 40% with college degrees, 20% over 55+) Monday, September 16, 13
  • 3. Week of 9/9 Market Research Common market research tactics Interviews one-on-one, involves a lot of listening and a lot of notes Focus groups small group discussions with guided conversa9ons not for sta9s9cal data Case studies in-depth study of a single event or situa9on and how it was handled real life example Surveys aka polls computer based surveys are becoming more common cheaper can get larger sample faster Monday, September 16, 13
  • 4. Week of 9/9 Market Research SURVEYS- 12 STEPS: ID research topic Select sample Write questions Print questions Test questionnaire (modify, if needed) Prepare introduction Administer survey Monitor (follow ups, if needed) Report Analyze Make recommendations Written report Monday, September 16, 13
  • 5. Week of 9/9 Market Research SURVEYS- 12 STEPS: ID research topic Select sample Write questions Print questions Test questionnaire (modify, if needed) Prepare introduction Administer survey Monitor (follow ups, if needed) Report Analyze Make recommendations Written report Monday, September 16, 13
  • 6. Week of 9/9 Market Research SURVEYS- Questionnaire Tips- short, simple, specic, and clear language relevant questions in a logical order positive undertone, avoid negative words avoid leading dont presume a particular answer Types of questions (items) Information- deals with respondents level of information about the topic Opinion- Action- deals with current or past actions Demographic determine which demographic information is relevant and necessary Monday, September 16, 13
  • 7. Week of 9/9 Market Research SURVEYS- Types of answers Closed-ended use if you: want pre-determined choices used want to compare responses Open-ended use if you: want respondents to use their own words dont know range of responses are willing to consider and compare all responses similar and disimilar Monday, September 16, 13
  • 8. Week of 9/9 Market Research SURVEYS- Closed-ended questions- Multiple choice Checklist (check all that apply) Forced choice (one choice or another) Rating scale Lickert scale (intensity rating, i.e.1 strongly disagree-5 strongly agree) Semantic differential scale (opposing adjectives- i.e. enjoyable/not enjoyable) Monday, September 16, 13
  • 9. Week of 9/9 Market Research SURVEYS- Results Report format Monday, September 16, 13
  • 10. Week of 9/9 Market Research SURVEYS- 12 STEPS: ID research topic Select sample Write questions Print questions Test questionnaire (modify, if needed) Prepare introduction Administer survey Monitor (follow ups, if needed) Report Analyze Make recommendations Written report Monday, September 16, 13
  • 11. Week of 9/9 Phase 1, Step 3 Lab Assignment/Homework: QC #2- Guest Client to provide background Questions Monday, September 16, 13
  • 12. Week of 9/9 Phase 1, Step 3 Thought of the Day: Do your duty and a little more and the future will take care of itself. -Andrew Carnegie Monday, September 16, 13