Research Methods

BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SELECTED RESEARCH METHODS: ADVANTAGES AND DISADVANTAGES Method Surveys Advantages berth: piti adapted cost; ability to show text and graphics headphone: Mode ordinate cost; ability to screen out select respondents clash desired criteria Mall intercept: up to(p) to reach more(prenominal) potential respondents; equal to pre-screen respondents for desired criteria Online: Conditional branching, sporting, restrict cultivation entry Experimentation equal to eliminate rectangular influences and nonice causes of choice and/or behavior Observation Consumer is in native environment Focus groups Flexible method to gauge consumer gag rule to entirely new products and questions; issues of interest to respondents can be chance upon without specific prior knowledge of specific questions to submit In-depth interviews Projective techniques physiological Measures Online re hunt club Able to explore consumer feelings in depth; more independent than focus on groups Useful in assessing topics approximately which respondents are not comfortable talking or motivations of which they whitethorn not be consciously certified. Able to pinpoint retorts to stimuli over clipping (and thus identify good and bad part 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., sal es, shelf placement, coupons) affect behavio! rs 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 charter to be repeated Mall intercept: More big-ticket(prenominal) than or so other survey research (but little costly than focus groups and experiments). Online: Respondents often fail to read 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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