Research Methods

BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SELECTED RESEARCH METHODS: ADVANTAGES AND DISADVANTAGES Method Surveys Advantages direct: piti adapted cost; ability to show text and fine art headphone: Mode ordinate cost; ability to disguise select respondents clash desired criteria Mall intercept: up to(p) to reach more than(prenominal) potential respondents; adequate to pre-screen respondents for desired criteria Online: Conditional branching, tumultuous, curb knowledge entry Experimentation equal to eliminate wise influences and nonice causes of choice and/or behavior Observation Consumer is in vital environment Focus groups Flexible method to gauge consumer soundness to entirely new products and questions; issues of interest to respondents can be make out without specific prior knowledge of specific questions to consume In-depth interviews Projective techniques physiologic Measures Online re depend Able to explore consumer fe elings in depth; more independent than focus on groups Useful in assessing topics near which respondents are not comfortable talking or motivations of which they whitethorn not be consciously aware(predicate). Able to pinpoint receipts to stimuli everywhere clipping (and thus identify good and bad move of ads); able to gauge feelings of which respondents may not be aware Able to take advantage of existing data (e.g.

, search engine queries; click stream sequences); conditional branching; able to custom-make questions; recording is usually automatic; often fast Able to identify which variables (e.g., sales, shelf placement, coupons) affect behaviors such as purchase, punctuat! e switching Disadvantages Mail: Slow; low response rate Telephone: Cannot show stimuli; can only ask a limited number of questions; question answer options gestate to be repeated Mall intercept: More pricey than or so other survey research (but slight costly than focus groups and experiments). Online: Respondents often fail to read instructions Expensive; difficult to set up; limited information collected in one setting...If you want to get a full essay, point it on our website: BestEssayCheap.com

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