Managing Marketing Information to Gain Customer Insights参考.ppt

Note to Instructor These can be explained in more depth: Exploratory research—objective is to gather preliminary information that will help define the problem and suggest hypotheses. Descriptive research—describes things. Causal research—tests hypothesis about cause and effect relationships. Discussion Question Consider a local business near campus. . . How would they conduct exploratory research? What might they want to find out in descriptive research? What relationships might they explore in causal research? Students will have the following responses for the above questions: exploratory research (focus groups, interviews); descriptive research (who, when, how, why);causal research (price/demand, environment/purchase rate). * * * Note to Instructor Discussion Question Ask students how a company like Chiquita can use observational research for their banana sales. Students should mention sending teams to stores to watch how people choose bananas, who purchases, who influences the sale, how many do they buy in a bunch, do they break a bunch, do they prefer green or ripe? How might the results influence Chiquita when marketing bananas (4P’s). * * Note to Instructor Discussion Question Ask how a catalog marketer like Victoria’s Secret might run an experiment on a direct mail offer. Students will realize they might change the copy, offer, envelope, and other parts of the direct mail piece. * Note to Instructor Discussion Question It is interesting to ask students if they have been participants in or worked as researchers on a professional focus group. Ask them about the product, the other participants, and the results the researcher obtained. Ask them to put themselves in the role of the moderator and ask them what problems they might have when running the focus group. A partial list might include: Over-participants Quiet participants Keeping the group on track Meeting the needs of the client * * * * Note to Instructor Discussion Question Ask students t