第04章 管理市场营销信息获得顾客洞察.pptVIP

* 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 the disadvantages with open-ended questions. They might realize from their own experience that they get tired filling out many open ended questions and that they often lead to hard-to-code information. * Note to Instructor Students are naturally intrigued by neuromarketing. Through MRI scans scientists have learned that message trigger certain areas in the brain. The book gives an example for neuromarketing as follows: Bathroom cleaner users watched a commercial for Unilever’s Vim line of home cleaners, positioned as a product that “deals with the toughest dirt. In all, the ad stirred up very strong, mostly negative emotions. Follow-up interviews showed that consumers actually hated the ad. How did researchers measure viewers’ response to such emotionally charged advertising? Six electrodes attached to each person’s head after which they were asked how they felt about the ad. * * * * * Note to Instructor Discussion Questions How do you feel about your privacy with online, phone, in-person, or mail surveys? Are some better than others? When might the questions feel like an Invasion of privacy or fraud. Students will mention problems with privacy (health) or fraud (financial questions). They might not mind online as much as telephone research. * 样本是从总体中挑选出来能代表总体的一部分个体。 调查谁？ 调查多少人？ 如何选择样本？ 市场营销调研 抽样方法 开发市场营销信息 概率抽样 简单随机抽样 每个总体成员具有已知且相等的机会被选中。 分层随机抽样 统计总体被分为互不相容的几组（如根据年龄分组），从每个组中抽取随机样本。 分群（地区