Lecture 2 Flashcards (3)

Flashcards based on lecture 2, covering key concepts and tools discussed.

What is Qualtrics?

A tool for gathering primary data through surveys.

Besides surveys, what is another form of primary data collection mentioned?

Observational studies, such as observing how people interact with products in a store.

Why is learning Qualtrics beneficial for graduates?

It differentiates them from other graduates who only know basic software like Excel and PowerPoint.

What information is gathered in the project?

Category experience, brand equity, brand perception, and brand familiarity

What are sociodemographics?

Objective characteristics about individuals like height, location, and work hours.

What is the purpose of collecting sociodemographic data?

For targeting and segmentation in marketing.