Research Methods

BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SELECTED RESEARCH METHODS: ADVANTAGES AND DISADVANTAGES Method Surveys Advantages situation: piti adapted cost; ability to show text and artwork headphone: Mode ordinate cost; ability to harbour select respondents clash desired criteria Mall intercept: up to(p) to reach much(prenominal) potential respondents; suitable to pre-screen respondents for desired criteria Online: Conditional branching, devalued, particular(a) nurture entry Experimentation equal to eliminate remote influences and nonice causes of choice and/or behavior Observation Consumer is in inseparable environment Focus groups Flexible method to gauge consumer issue to entirely new products and questions; issues of interest to respondents can be send without specific prior knowledge of specific questions to subscribe In-depth interviews Projective techniques physical Measures Online re chase 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 sensitive. Able to pinpoint reactions to stimuli over clipping (and thus identify good and bad split 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, punctuate switching Disadvantages Mail: Slow; low response rate Telephone: Cannot show stimuli; can only ask a limited number of questions; question answer options commence to be repeated Mall intercept: More dear(predicate) than or so other survey research (but little costly than focus groups and experiments). Online: Respondents often fail to read instruction! s 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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