05-12-2010, 08:03 AM
MGT301 Principles of Marketing Assignment 1
Solution May 11,2010
Question 1
Answer
The four marketing research methods are
1 Surveys
2 Focus Groups
3 Personal interviews
4 Field Trails
Explanation of these methods:
[COLOR="Blue"]1 Surveys:
[/COLOR]
Survey research is one of the very important
areas of extent in partical social research. In
marketing research surveys gather people and ask
them about your products and services
Data are usually interviews subjects. Surveys
can use qualitative (e.g ask open-ended
questions) or quantitative (e.g use forced-
choice questions) measures. There are two basic types of surveys:
cross-sectional surveys and
longitudinal surveys. Much of the following
information was taken from an excellent book on
the subject,called Survey Research Methods
The Survey is a non-experimental,descriptive
research method. Survey can be usefull when a
reseacher wants to collect data on phenomena
that cannt be directly observed (such as
opinions on libaray servies). Surveys are used
extendively in libaray and information science
to assess attitudes and characteristics of a
wide range of subjects
Types of surveys:
The surveys can be divided into different major catagories.
1 Written surveys
2 oral surveys
3 electronic surveys
so these are the main types of surveys. through
these kinds of surveys we can judge the target
audience very well and collect data and analyze
the demands of cosumers. After the collection of
this data we can make changes on our product and
change our product according to our consumers
demand.
2 Focus Groups:
In focus groups, a moderator user a scripted
series of question or topics to lead a
discussion among a group of people. These
sessions take place at neutral locations,
usually at facilities with videotaping equipment
and an observation room with one-way mirror. A
focus group usually lasts one to two hours and
it takes at least three groups to get balanced
results.
3 Personal interviews:
This is also a very important method of
research. IN this kind of reseach method we have
to take face to face interviews of target
markets. Like focus groups, personal interviews
include unstructed, open-ended questions. The
usually last for about for about an hour and are
typically recorded.
Focus groups and personal interviews provide
more subjective data than surveys. The results
are not satistically reliable, which means that
they usually dont represent a large enough
segment of the population. Nevertheless, Focus
groups and interviews yield valuable insights
into customer attitudes and are excellent ways
to uncover issues related to new products or
service development.
4 Feild trials
Feild trials are one of the main methods of
marketing research. In this method we have to
place our new products in the reach of target
market. Placing a new product in selected stores
to test customer response under real-life
selling conditions can help you make product
modifications, adjust prices or improve
packaging. Small business owner should try to
establish rapport with local store owners and
websites that can help them test their products.
Advantages of surveys:
1 Surveys are relatively inexpensive
2 Surveys are useful in describing the
cahracteristics of a large population. No other
method of observation can provide this general
capability.
3 Good for lower literacy level like chilfren
and other people who have low knowledge
4 They are standardized, they are relatively
free from several types of error.
Advantages of Focus groups:
Advantages of Personal interviews:
Advantages of Feild trials
1 Through Field trials data we can do better
modifications in our product
2 The field trial will examine the effectiveness
of RF tag use in providing consumers
3 Field trials of RF tags have mostly been
intended at testing the perfection in
effectiveness of delivery from the producer to retailers
Solution May 11,2010
Question 1
Answer
The four marketing research methods are
1 Surveys
2 Focus Groups
3 Personal interviews
4 Field Trails
Explanation of these methods:
[COLOR="Blue"]1 Surveys:
[/COLOR]
Survey research is one of the very important
areas of extent in partical social research. In
marketing research surveys gather people and ask
them about your products and services
Data are usually interviews subjects. Surveys
can use qualitative (e.g ask open-ended
questions) or quantitative (e.g use forced-
choice questions) measures. There are two basic types of surveys:
cross-sectional surveys and
longitudinal surveys. Much of the following
information was taken from an excellent book on
the subject,called Survey Research Methods
The Survey is a non-experimental,descriptive
research method. Survey can be usefull when a
reseacher wants to collect data on phenomena
that cannt be directly observed (such as
opinions on libaray servies). Surveys are used
extendively in libaray and information science
to assess attitudes and characteristics of a
wide range of subjects
Types of surveys:
The surveys can be divided into different major catagories.
1 Written surveys
2 oral surveys
3 electronic surveys
so these are the main types of surveys. through
these kinds of surveys we can judge the target
audience very well and collect data and analyze
the demands of cosumers. After the collection of
this data we can make changes on our product and
change our product according to our consumers
demand.
2 Focus Groups:
In focus groups, a moderator user a scripted
series of question or topics to lead a
discussion among a group of people. These
sessions take place at neutral locations,
usually at facilities with videotaping equipment
and an observation room with one-way mirror. A
focus group usually lasts one to two hours and
it takes at least three groups to get balanced
results.
3 Personal interviews:
This is also a very important method of
research. IN this kind of reseach method we have
to take face to face interviews of target
markets. Like focus groups, personal interviews
include unstructed, open-ended questions. The
usually last for about for about an hour and are
typically recorded.
Focus groups and personal interviews provide
more subjective data than surveys. The results
are not satistically reliable, which means that
they usually dont represent a large enough
segment of the population. Nevertheless, Focus
groups and interviews yield valuable insights
into customer attitudes and are excellent ways
to uncover issues related to new products or
service development.
4 Feild trials
Feild trials are one of the main methods of
marketing research. In this method we have to
place our new products in the reach of target
market. Placing a new product in selected stores
to test customer response under real-life
selling conditions can help you make product
modifications, adjust prices or improve
packaging. Small business owner should try to
establish rapport with local store owners and
websites that can help them test their products.
Advantages of surveys:
1 Surveys are relatively inexpensive
2 Surveys are useful in describing the
cahracteristics of a large population. No other
method of observation can provide this general
capability.
3 Good for lower literacy level like chilfren
and other people who have low knowledge
4 They are standardized, they are relatively
free from several types of error.
Advantages of Focus groups:
- The researcher can interact with the participants, pose follow-up questions or ask
- questions that probe more deeply
- Results can be easier to understand that complicated statistical data
- The researcher can get information from non-verbal responses, such as facial expressions or body language
- Information is provided more quickly than if
- people were interviewed separately
Advantages of Personal interviews:
- If the repondent lacks reading skills to answer a questionnaire
- Are useful for untangling complex topics
- The interviewer can probe deeper into a response given by an interviewer
- Interviews produce a heigher response rate
Advantages of Feild trials
1 Through Field trials data we can do better
modifications in our product
2 The field trial will examine the effectiveness
of RF tag use in providing consumers
3 Field trials of RF tags have mostly been
intended at testing the perfection in
effectiveness of delivery from the producer to retailers