Marketing & Social Media
FHNW- BITMr. Flad
FHNW- BITMr. Flad
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics
- Client-server networks
- Neural networks and machine learning
- The creation and sharing of content by peers
- The externalization of content
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics (false)
- Client-server networks (false)
- Neural networks and machine learning (false)
- The creation and sharing of content by peers
- The externalization of content (false)
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world
- Wikipedia is a richer medium than YouTube
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world (false)
- Wikipedia is a richer medium than YouTube (false)
Social presence and self-disclosure /self-presentation Mark the best answers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn
- A medium with high self-disclosure helps fostering employee engagement.
Social presence and self-disclosure /self-presentation Mark the best ansers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn (false)
- A medium with high self-disclosure helps to foster employee engagement.
What does the newsfeed algorithm of facebook do?
The newsfeed algorithm goes over the steps of a user and tries to classify it into different categories to provide strong KPIs to make prediction or improve the reach.
Interest in user - how often user interact with the sender/clicks on recent posts
+
Post - how interesting was this to other users/friends? (comments, likes, clicks)
+
Creator - how interesting is content form this creator in general?
+
Type - image? Video? Link? Plain text?
+
Timing- is the content new?
Why is the newsfeed algorithm useful for facebook? What was the initial urge to create this algorithm?
Content on facebook has been increasing. The algorithm filters corporate pages
Why? the value of a FB fan?
2/3 of fans are likely to share good brand experiences and share promotions and discounts with their Facebook friends. 2/3 of fans are likely to share a bad brand experience.
What type of advertising does facebook have? What are the benefits?
- News Feed
- Mimics regular postings
- Large image/video + text
- Right column Ad
- Not as effective as news feed ad
- Not available for mobile advertising
What is the benefit of stating the location in a targeted post on facebook?
You also have another layer of location targeting, allowing to be even more specific:
- Everyone in this location (the default targeting option)
- The last updated location of an actual Facebook user
- People who live in this location
- Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
- People recently in this location
- Tracked by mobile device usage in the geographic area you intend to target.
- People traveling to this location
- Users who had this geographic area as a recent location that’s at least 100 miles away from their home location
What to do and what do avoid when using social media campaigns??
Do:
- Do not delete messages/ comments
- Apologise in an authentic manner
- Take critique seriously
- Engage the most prominent/ vocal critics
- Remain calm , every storm moves on
- React to date
Don't:
- Do not listen (united airlines)
- Do not react (dell)
- Work with unauthentic messages (NYPD)
- Use wrong medium (NYPD)
- E.g. musicians produce youtube song about company fail. 18'500'000 vies withing 4 days stock price decreased by 10 % since the company did not react in time to this video.
- Think about what could go wrong with a campaign before you launch it.
- E.g NYPD launched a campaign and expected happy pictures with the police with "do you have a photo w/ a member of the NYPD? Tweet us & tag it . Result was a flood of pictures with officers mistreating people, and cynical comments. 70000 people tweeted aout police brutality and comments postet at a rate of 10'000 an hour. Bad response. Image was more damaged thatn ever.
What is there to understand about the social media usage and users contes?
- Demographic: : Twitter users young/urban; no "social obedience" ▪
- Medium: no control "Tweets are like roaches". Most content is negative, funny or sarcastic.
- Brand: already negative sentiment => avoid a hashtag campaign.
- Alternatives
- Feel-good user generated photos through a contest on Facebook, Instagram and Pinterest
- Use Twitter:
- Upcoming events with positive/ neutral PR surrounding; for monitoring not for campaigning
- Nevertheless: More people are following @NYPDNews
How is social media used in global corporate?
Two-thirds of companies said they are either currently using social media channels or have social media plans in the works
But:
- Focus: social media as a one-way promotional channel,
- Lack of use media to analyse conversations and turn it into insights
- 75% did not know where their most valuable customers task about them
- 31% do not measure effectiveness of social media
- 7% of participating companies integrate social media into their marketing
What are social media approaches and principles of engagement?
Social media: approaches and principles of successful engagement (synthesis)
- Take social media seriously, feel the “pulse” (Dell)
- Know your audience and your media (NYPD)
- Align social media with corporate “reality” / with reality of products and services
- Interact with other influential individuals/ brands to maximise your reach
- Consider the timing of your engagement
- Dialogue and not content is king
- Let others talk for you (customers, employees, partners etc):
- Don`t sell – give (entertainment, information, education,…)
- 80/20 rule of thumb (non-promotional vs. promotional content)
Successful approaches
- Constantly monitor the social media environment. In case of "turbulences" react immediately, honestly, and sensitively
When do you tweet?
Most brands tweet during the work week. Peak is on Thursdays and in general between 9AM to 6PM. But peak times vary with industry, location, and audience demographics.
The most retweets happen on Sundays. And in general more at night (EST)
What are non-promotional dialogues?
Non-promotional dialogues:
- Get personal (occasionally) Dell
- Incorporate users or employees as your brand messengers
- Link social media messages to real world / events (Oreo, Obermutten)
- Transmit corporate and consumer values (Dove, Apple, Under Armour)
- Do the unexpected (outrageous /funny / provocative (Abarth, Blendtec, Burger King)
How can you transmit corporate and consumer values platforms without apparent self-serving purposes?
- Unilever’s Dove Campaign for Real Beauty’’
- Bring together like-minded people who wish to enhance girls’ and women’s self-esteem by helping to establish realistic standards of beauty
- Mix of media/activities: advertisements, video, workshops, sleepover events and the publication of a book, the production of a play and a digital platform, viral videos.
Automotive – practice case
Assignment: Your task is to develop an outline for a marketing campaign in which you try to engage the target populations as much as possible. You can use social media, viral marketing approaches, on site events/activities etc. In planning the campaign, you develop a first outline which describes the key elements of the campaign including channels, events etc.
Case: Company background You work as a marketer in a large and globally operating automotive manufacturer with European roots. The company has a global market share with a focus on US, Europe and Asian markets. You and your team are in charge of the US market. Your particular task is to develop a sketch for a campaign for a new electric car to be launched in the US market. The is priced between 25’000-35’000 USD. The image that you and your team want to bestow to the new care is a small, stylish/hip, and environmentally friendly city car for urban populations. One of the main customer segments for this market are millennials, who are relatively young and culturally diverse.
Contact influencers personality to promote the car & start a social media (twitter, Instagram(fb)) marketing campaign
Maybe guarantee something to be done for the environment when you buy the car. Like planting a tree
Influencer. Ping them, make a proposal, define expectations, name a price and make a contract. They need to interact with the product.
What do you need to Track & monitor in social media?
- Awareness
- Brand awareness e.g. followers
- Engagement
- Brand engagement (e.g. twitter analytics - comments)
- Website traffic from social media (google analytics)
- Word of mouth
What do swiss companies monitor on social media?
- Likes, follower 71%
- Visitors 68%
- Number of social media reports 59%
- Dialogue 16%
- Requests, rutnover 17%
- Image 14%
- Topic leadership 13%
- Satisfaction, recommendations 11%
How do you implement a systematic approach to social media?
Digital acceleration team (DAT)
3 core disciplines:
- Listening
- Engaging
- Inspiring & Transforming
Listening and engaging: focus on trouble spotting:
- Taping on online conversation and interactions as and when they happen.
- Trouble spotting: high number of comments,”
- Marking negative issues: «If there is a negative issue emerging, it turns red.”
- Alters to trigger engagement, i.e., a real-time online response from a team member.“
DAT team: combining social media with corporate training
- Digital leadership training
- 12 members per class train for 8 months
- Three different areas:
- Community management for top global brands.
- Small internal projects, where we would make our capacity for business units and functions, e.g. mobile solutions in emerging markets
- Intense training and through leadership
What are key questions and key content of Social Media?
- Foundations /characteristics of social media and social networks, nodes etc.)
- What makes networks and social media powerful?
- Networks in organisations
- Social media and underlying concepts/classifications)
- Social media goal setting/ approaches / building blocks
- Audience, channels and successful customer engagement principles
- Frequent mistakes - and approaches and principles of successful engagement
- Social media tracking / monitoring
How would you define marketing?
"Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers."
"Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return"
"Marketing is the process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."
What are the goals of marketing?
"marketing is to find out what people like and do more of it. Marketing is to find out what people don't like and do less of it."
Why do we need marketing?
The Consumer needs something and the suppliers provides goods and services- so marketing gives the information of the supplier to the consumer and the consumer gives money to the supplier.
Old times the consumers needs were only provided by one supplier. It was a simple decision making. The supplier market decided (shortage society) Today it is different, consumer demand marked (affluent society) consumers have multiple suppliers to choose from and make a complex decision about goods and services and where to buy it.
What is the principal of reward? Which rewards exist for the market partners?
Consumer: convenience fllfilled, happy, phychological relieve, accessability
Supplier: Revenue provitability, new customer, loyalty, dominance in area
What is the principal of capacity? Which resources do the market partners need?
Consumers: space, capital, human resource
Supplier: human resource, capital, suppliers, good decision making, smart invesments
What was the marketing evolution from the 1950ies to 2000s?
1950 Production orientation (sellers market) produce as much as you can
1960 Sales orientation (increasing competition, saturation) sell as much as you can
1970 Marketing orientation (buyers market) produce what you can sell
1980 Competitive orientation. How do we differentiate ourselves from competition?
1990 Environmental orientation , how do we recognize relevant trends and react effectively?
2000 Network orientation, how do we interact in networks and with customers and other market partners?
What are factors impacting marketing?
- Customer collaboarion and influence
- Growth of channel and device choices
- Social media
- Roi accountability
- Decreasing brand loyalty
- Data explosion
- Shifting consumer demographics
- Regulatory considerations
- Growth market oppotunities
- Financial constraints
- Corporate transparency
- Privacy considerations
- Global outsourcing
Sorte the factors that impact marketing by impact.
- Privacy considerations
- Shifting consumer demographics
- Social media
- Roi accountability
- Corporate transparency
- Global outsourcing
- Customer collaboarion and influence
- Regulatory considerations
- Data explosion
- Growth of channel and device choices
- Decreasing brand loyalty
- Growth market oppotunities
- Financial constraints
- 67% Customer collaboarion and influence
- 61% Growth of channel and device choices
- 57% Social media
- 45% ROI accountability
- 42% Decreasing brand loyalty
- 39% Data explosion
- 37% Shifting consumer demographics
- 33% Regulatory considerations
- 31% Growth market oppotunities
- 30% Financial constraints
- 21% Corporate transparency
- 10% Privacy considerations
- 9% Global outsourcing
Identifiy unerlying needs of tesla in the upside down maslow pyramid.
Self actualization, esteem, social, safety, transportation
What is market oriented management
It takes customer orientation plus competitor orientation and equals the building up, extensions and conservation of competitive advantages of a corporation. Marketing is market-oriented and market-driven business management and decision making.
Draft a marketplace and customer needs and the role of marketing
What is marketing as a dual management concept ?
Compare the old view of organizations to the new way of organisations
What is a seamless hospitality organization drawing?
What is maslow's hierarchy of needs?
Define: Need, Want and Demand
Need- a state of feld deprivation of some basic satisfaction e.g. food, clothing ,safety, belonging. Needs Are states of feld deprivation
want- desire for specific satisfiers of these needs. E.g.g burger, mercedes benz, and LV Bag etc. different for different socio-cultural structures. Wants Are the form human needs take as they are shaped by culture and individual personality.
demand- wants backed by ability and willingness to buy. E.g. * of people who want a Merc and can buy it. Demands Are human wants that are backed by buying power
What are Market offerings and marketing myopia?
Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Marketing myopia is focusing only on existing wants and losing sight of unerlying consumer needs.
What does marketing actions try to create?
Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing actions try to create, maintain, and grow desirable exchange relationships.
What is a market?
A market is set of actual and potential buyers. Consumers market when they: - search for products.
- interact with companies to obtain information
Make purchases
What questions do you need to ask when designing a customer value -driven marketing strategy?
Marketing management is the art and science of choosing target markets and builing profitable realtionships with them.
- what customers will we serve (target market)?
How can we best serve these customers (value proposition)?
A brand's value proposition is the set of benefits or values it promises to deliver to customers to satisfy theri needs.
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How can you point out Strengths and Weaknesses of a company?
What are the five-phases of the product life-cycle? Describe them
- In the introduction phase, pioneer customers buy the product that is still largely unknown. During this phase, the positioning of the product is shaped. If, for example, a new service is priced too low, it hardly ever reaches a quality image later. If it is positioned too high, the market penetration may not be successful enough. Due to the small quantity of sales, this phase requires high investments in production, opening new markets and positioning.
- During the growth phase, sales rise rapidly due to new customers and higher consumption or because of early replacement demand. Here, it is vital to assure quality during rapid growth for sufficient cost optimization. During escalating sales, excessive costs may be not be taken into account, and that will have an effect, at the latest during the next phase.
- In the maturity phase, when growth rates decrease and competition intensifies, maximum profits have already been achieved. It is now important to manage costs and ensure continued optimum growth.
- In the saturation phase, sales decline. Competition has permanently shifted from a quality and positioning competition into a cutthroat and cost competition.
- During the decline phase, only those who, thanks to optimum cost structures or reserves from earlier years, have enough leeway for a relaunch (meaning relaunching products with modifications like new design, new image etc.) will survive. After a severe decline, fundamental innovation is required.
What is a SWOT analysis?
An analysis of internal Strengths and Weaknesses and external Opportunities and Threats. The goal is to match company's strengths to good opportunities in the environment while improving weaknesses and minimize threats
Corporation = internal
Strengths: employee knowledge, owned assets and funding
Weaknesses: Rigid organizational structure, missing experience
External = market segments, product markets, distribution, external influencer, competitors, environment dimensions
Opportunities: growth of a market segment, demand for a new product.
Threats: price erosion and new competitors
Explain how to create a SWOT-Matrix
- Gathering of relevant external influential factors and dimensions
- Conduct opportunities and threats analysis
- Gathering of relevant internal influential factors and dimension
- Conduct strength and weaknesses analysis
- Combine external OT and internal SW analyses
- Point out and summarize the central and most immanent marketing problem statement to be solved according to the SWOT-Matrix
Which is the most important one?
Give the Key concepts of a market analysis
A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
The macroenvironment consists of larger societal forces that affect the microenvironment (Political, Economic, Socio-cultural, Technological, Ecological Factors > PESTE-Framework).
The microenvironment consists of the actors close to the company that affect its ability to service its customers (Five Forces Framework).
The value chain depicts the sequential process of a firm’s key value creating activities and supporting activities.
SWOT analysis is used to evaluate the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T). – Strengths include capabilities, resources, and positive situational factors. – Weaknesses include negative internal factors and negative situational factors. – Opportunities are favorable external factors. – Threats are unfavorable external factors.
Draw a sketch of the role of Marketing Research
Define Marketing Research
Marketing research is the systematic and objective
- Identification
- Collection
- Analysis
- Dissemination
- And use of information
For the purpose of improving decision making related tot he identification and solution of problems and opportunities in marketing.
What are the assessing marketing information needs?
A good MIS balances the information users would like to have against
–What they really need
–What is feasible to offer
Obtaining, analyzing, storing, and delivering information is costly.
–Firms must decide whether the value of the insight is worth the cost.
What are the different goals of Marketing research?
- Get transparent information about markets (market research as basis for decisions)
- Collection, analysis and interpretation of information needed from an about the target market
- Knowledge about interdependences of markets and market mechanisms
- Information about motivation and needs of participants of the markets
- Basis for segmentation
- Basis for positioning of products and services
- Recognize trends and changes (market research as a early warning system)
- Act, do not only react: identify early enough changes or minimize dangers
- Determine changing values or attitudes and trends in (ecological, economic, social or technical) environments.
- Definition of market figures (capacity, volumes, market share, saturation)
- Minimize risks in general
- Measurement of progress and success of marketing tasks (Market research as a controlling instrument
- Effect of individual measures
- Consistency (reliability, acceptance) of the marketing-mix
- Measurement of image
- Efficiency of the marketing tasks
- Optimization of the marketing tasks
How do you classify marketing research?
What steps do they include?
Problem-Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.
Steps:
- Market potential research
- Market share research
- Market characteristics research
- Sales analysis research
- Forecasting research
- Business trends research
Problem-Solving Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
Steps:
- Segmentation research
- Product research
- Pricing research
- Promotion research
- Distribution research
How does the general marketing research process look like?
Step 1: Defining the problem
Step 2: Developing an approach to the problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work/Collecting Data
Step 5: Preparing & Analysing Data
Step 6: Preparing & Presenting the Report
What are Management decision problems and the Marketing research problem? Compare them
Management Decision Problem | Marketing research problem
Ask what the decision maker needs to do | Asks what information is needed and how it should be obtained
Action oriented: focuses on symptoms| Information oriented: focus on the underlying causes
Should a new product be introduced? | To determine consumer preferences and purchase intentions for the proposed new product
Should the advertising campaign be changed? | To determine the effectiveness of the current advertising campaign
Should the price of the brand be increased? | To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes
How do you create questions and hypotheses of development of research
Research questions (RQs) are refined statements of the specific components of the problem
A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.
Define Research Design
A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
What are components of a research design?
- Define the information needed
- Design the exploratory, descriptive, and/or causal phases of the research
- Specify the measurement and scaling procedures
- Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection
- Specify the sampling process and sample size
- Develop a plan of data analysis
What classifications are there for research designs?
Research Design
- Exploratory research design
- Conclusive research design
- Descriptive research
- Causal research
What are the differences between exploratory and conclusive research?
Compare the basic research designs
What is the use and methods of exploratory research?
Use
- Formulate a problem or define a problem more precisely
- Identify alternative courses of action
- Develop hypotheses
- Isolate key variables and relationships for further examination
- Gain insights for developing an approach to the problem
- Establish priorities for further research
Methods
- Survey of experts
- Pilot surveys
- Secondary data analyzed in a qualitative way
- Qualitative research
What is the use and methods of descriptive research?
Use:
- To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas.
- To estimate the percentage of units in a specified population exhibiting a certain behavior.
- To determine the perceptions of product characteristics.
- To determine the degree to which marketing variables are associated.
- To make specific predictions.
Methods
- Secondary data analyzed in a quantitative as opposed to a qualitative manner
- Surveys
- Panels
- Observational and other data
What is the use and methods of causalresearch?
Use:
- To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
- To determine the nature of the relationship between the causal variables and the effect to be predicted
Method: Experiments
What are methods and tools along the research process?
Data sources primary or secondary data, or both. Existing studies in the MIS
Research Approaches observational research, focus-group research, survey research, behavioural data, experimental research
Research instruments questionnaires, qualitative measures, mechanical devices
Sampling plan sampling unit: who is to be surveyed?, sample size: how many people should be surveyed?, sampling procedure: How should the respondents be chosen?
Contact Methods Mail questionnaire, telephone interview, personal interview, online interview.
What is Primary vs. Secondary Data?
- Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process
- Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Secondary data are of primary importance in marketing research.
What is the use of secondary data?
- Identify the problem
- Better define the problem
- Develop an approach to the problem
- Formulate an appropriate research design (for example, by identifying the key variables)
- Answer certain research questions and test some hypotheses
- Interpret primary data more insightfully
What are criteria's for evaluating secondary data?
What are the classifications of secondary data?
Internal
- Customer DB
- Data warehousing & data mining
- CRM & database marketing
- Social media
External
- Social media
- Business nongovernment
- Government
- Syndicated services
What are syndicated services?
- Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients
- Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions)
- Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services
- Institutional data may be obtained from retailers, wholesalers, or industrial firms
Can you give an overview of syndicated services differentiated by type, characteristics, advantages, disadvantages and uses?
Combining data from different syndicated sources compensates for the weaknesses of one method with the strenghts of another
What are the problems and challenges of primary research?
Methodic problems
- Respondents might not be reached an must be recontacted or replaced
- Respondents might be unwilling to cooperate
- Respondents might be biased or give dishonest answer
- Interviewers might be biased or dishonest
General problems:
- Primary research: expensive and time consuming
- Research scope is too brad
- No clear preparation and analysis of internal data
What is a sample?
A sample is a segment of the population selected to represent the population as a whole. Decisions required for sampling design: –Sampling unit - People to be studied, structure of the sample –Sample size - Number of people to be studied –Sampling procedure - Method of choosing the people to be studied
What are the different types of samples?
Probability samples:
- Simple random sample
- Every member of the population has an equal chance of selection
- Stratified random sample
- The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group
- Cluster (area) sample
- The population is divided into mutually exclusive groups (such as city blocks), and the researcher draws a sample of the groups to interview
Nonprobability samples:
- Convenience sample
- The researcher selects the most accessible population members (often students)
- Judgment sample
- The researcher selects population members who are good prospects for accurate information
- Quota sample
- The researcher finds and interviews a prescribed number of people in each of several categories
Draw a tree in which you classify marketing research data
Compare Qualitative vs. Quantitative Research
What different classifications are there for qualitative research procedures?
What different classifications are there for qualitative research procedures?
Qualitative Research Procedures
- Direct (Non- disguised)
- Focus Groups
- Depth Interviews
- Indirect (Disguised)
- Projective Techniques
- Association Techniques
- Completion techniques
- Construction techniques
- Expressive techniques
- Projective Techniques
What variations in focus groups are there?
- Two-way focus group. This allows one target group to listen to and learn form a related group. E.g. a focus group of physicians viewed a focus group f arthritis patients discussing the treatment they desired.
- Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed.
- Dueling-moderator group. There are two moderators, but hey deliberately take opposite positions on the issues to be discussed.
- Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.
- Client-participant groups. Client personnel are identified and made part of the discussion group.
- Mini groups. These groups consist of a moderator and only 4 or 5 respondents.
- Tele-session groups. Focus group sessions by phone using the conference call technique.
- Online Focus groups. Focus groups conducted online over the Internet.
What do you need to keep in mind when holding a depth interview with a symbolic analysis attempt?
Symbolic analysis attempts to analyse the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary “nonproduct,” and opposite types of products.
“What would it be like if you could no longer use airplanes?”
“Without planes, I would have to rely on letters and long-distance calls.”
Airlines sell to the managers face-to-face communication. Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package.
What are different classifications for surveys?
Survey Methods:
- Telephone
- Traditional telephone: Telephone interviewing gathers information quickly, while providing flexibility
- Computer-assisted telephone interviewing
- Personal
- In-Home
- Mall intercept
- Computer-assisted personal interviewing
- Mail: Mail questionnaires are used to collect large amounts of information at a low cost per respondent.
- Mail Interview
- Mail Panel
- Electronic
- Internet
Describe three different research approaches
- Observational research
- Gathering primary data by observing relevant people, actions, and situations
- Ethnographic research: sending trained observers to watch and interact with consumers in their natural environments
- Define sample unit for research
- Survey research
- Asking people questions about their knowledge, attitudes, preferences, and buying behaviour
- Define clear sample size
- Experimental research
- Selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
- Personal, Online
- Sampling plan - ask what the sampling procedure is
Rate with excellent, good and poor
For Mail, Telephone, Personal and Online in following functions:
- Flexibility
- Quantity of data that can be collected
- Control of interviewer effects
- Control of sample
- Speed of data collection
- Response rate
- cost
Describe and give examples of different methods of closed-end questions methods and open-end question methods
