Information Gathering and Processing in Retailing参考.ppt

* * Primary Data Advantages Collected for specific purpose Current Relevant Known and controlled source Disadvantages May be more expensive Tends to be more time consuming Information may not be acquired Limited perspectives * Primary Data Decisions In-house or outsource? Sampling method? Probability Non-probability Data collection method? Survey Observation Experiment Simulation * Survey Methods In person Over the telephone By mail Online Disguised Non-disguised * Figure 8-9: A Semantic Differential for Two Furniture Stores * Mystery Shoppers Retailers hire people to pose as customers in order to evaluate aspects of the store environment (e.g. sales presentations, display maintenance, and service calls) * Experiments An experiment is a research method in which one or more elements of a retail strategy mix are manipulated under controlled conditions. An element may be a price, a shelf display, store hours, etc. If a retailer wants to find out the effects of a price change on a brand’s sales, only the price of that brand is varied. * Simulation A simulation is a type of experiment whereby a computer program is used to manipulate the elements of a retail strategy mix rather than test them in a real-life setting. Two simulation types are now being applied in retail settings: those based on mathematical models and those involving “virtual reality.” * All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. * * * * * * * * * * * * * * * * * * * * * * * * * *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Educatio