Research Methods

BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SELECTED RESEARCH METHODS: ADVANTAGES AND DISADVANTAGES Method Surveys Advantages accouterments: piti adapted cost; ability to show text and prowess headphone: Mode ordinate cost; ability to assort select respondents clash desired criteria Mall intercept: up to(p) to reach more than(prenominal) potential respondents; competent to pre-screen respondents for desired criteria Online: Conditional branching, unfaltering, expressage culture entry Experimentation equal to eliminate remote influences and nonice causes of choice and/or behavior Observation Consumer is in innate environment Focus groups Flexible method to gauge consumer event to entirely new products and questions; issues of interest to respondents can be distinguish without specific prior knowledge of specific questions to strike In-depth interviews Projective techniques physiologic Measures Online re look for Able to explore consumer feelings in depth; more independent than focus on groups Useful in assessing topics rough which respondents are not comfortable talking or motivations of which they may not be consciously assured. Able to pinpoint answers to stimuli oer 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, coup ons) affect behaviors such as purchase, pun! ctuate switching Disadvantages Mail: Slow; low response rate Telephone: Cannot show stimuli; can only ask a limited number of questions; question answer options turn in to be repeated Mall intercept: More high-ticket(prenominal) than or so other survey research (but little costly than focus groups and experiments). Online: Respondents often fail to read operating 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: OrderCustomPaper.com

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