體育市場(chǎng)營(yíng)銷基礎(chǔ)-文庫(kù)吧
2025-02-09 02:06 本頁面
【正文】 th of information at the keyboards of marketing decision makers. Dialog puts “ information to change the world, or your corner of it” at your fingertips. Observational Research ? The gathering of primary data by observing relevant people, actions, and situations. ? Ethnographic research: – Observation in “ natural environment” ? Mechanical observation: – People meters – Checkout scanners Observational Research FisherPrice set up an observation lab in which it could observe the reactions of little tots to new toys. Survey Research ? Most widely used method for primary data collection. ? Approach best suited for gathering descriptive information. ? Can gather information about people’ s knowledge, attitudes, preferences, or buying behavior. Experimental Research ? Tries to explain causeandeffect relationships. ? Involves: – selecting matched groups of subjects, – giving different treatments, – controlling unrelated factors, and – checking differences in group responses. Strengths Weaknesses of Contact Methods Choosing the Sample ? Sample – segment of the population selected to represent the population as a whole. ? Requires
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