MKTG 450 - quantitative research

interview

focus group

• Have something in common

• Around 10 people

• Keep your opinion adamite (as interviewer)

  • Encourage conversation

  • Non-judgmental

• When it is a sensitive topic you need to go it one-on-one

projective technique

• ZMET (Zaltman Metaphor Elicitation Technique)

  • Mental models people use to understand the world, particularly how they think and feel about brands, products, or experiences.

ethnography

• Observation

  • Don’t know they are being observed

  • Can give you some insight

• You go to where the subject is and embed yourself with the subjects

• Takes years to understand

  • Shopping with a family for 5 years

netnography

• Mining the internet for stories, review, comments, and feedback people are sharing.

  • Businesses who allow review do better

shop along

• Accompanies a consumer during their shopping experience either in stores or online

• Lego

  • Watch kids play toys

• Campbell

  • Watch them cook dinner

pantry check

• Looking at what the person had

  • Observe and ask questions

    • "I see you have a lot of black beans

garbology

• The study of people's trash to gain insights into their behaviors, consumptions habits, and lifestyles. Analyzing what people throw away!

  • For example - a family may claim they eat healthy, but their trash may show tons of fast food wrappers.

  • Marketers can identify brand loyalty by recurring packaging found in the garbage