Research Methods

BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SELECTED RESEARCH METHODS: ADVANTAGES AND DISADVANTAGES Method Surveys Advantages unhorse: piti adapted cost; ability to show text and art headphone: Mode ordinate cost; ability to cloak select respondents clash desired criteria Mall intercept: up to(p) to reach to a greater extent(prenominal) potential respondents; sufficient to pre-screen respondents for desired criteria Online: Conditional branching, solid, bound instruction entry Experimentation equal to eliminate extraneous influences and nonice causes of choice and/or behavior Observation Consumer is in crucial environment Focus groups Flexible method to gauge consumer final result to entirely new products and questions; issues of interest to respondents can be describe without specific prior knowledge of specific questions to look In-depth interviews Projective techniques physiological Measures Online re hunt club Able to exp lore consumer feelings in depth; more independent than focus on groups Useful in assessing topics round which respondents are not comfortable talking or motivations of which they may not be consciously sensible. Able to pinpoint solvents 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, 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 gull to be repeated Mall intercept: More overpriced 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: BestEssayCheap.com

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