Lecture 2 Flashcards (3)

Book Chapters and Lectures

• The course prioritizes a 'learn by doing' approach, emphasizing practical application in Qualtrics over theoretical study.
• The lecture and tutorial content might not perfectly align with the textbook's linear structure.
• Chapters 1-3 provide a general overview of marketing research and decision problems.
• Later content draws from various chapters (e.g., Chapter 8, Chapter 6) as needed.
• Use the textbook to supplement lectures and tutorials, focusing on specific areas of interest.

Primary vs. Secondary Data

• Qualtrics will be used to gather primary data through surveys.
• Observational studies are another form of primary data collection.
• Example: Observing shoppers' interactions with products in a retail setting (e.g., how much effort they put in to reach certain brands).
• Consider factors like shelf placement (plus or minus 15-20 degrees) and customer reach effort.

Observational Data

• Monitor the brands customers look at and the level of effort they exert to obtain them.
• Be discreet when conducting observations to avoid suspicion.

Qualtrics and SPSS for Career Advancement

• Qualtrics proficiency enhances your CV, especially compared to common skills like Excel, Word, and PowerPoint.
• SPSS knowledge (covered in a later lecture) further differentiates you from other graduates.
• Learning Qualtrics is valuable for marketing roles.

Project Overview

• The project involves gathering information within a specific product category (shampoo).

• Key areas to investigate:

  • Category experience
  • Brand equity (value of a brand)
  • Brand perception
  • Brand familiarity

• Each group has a main brand and four competitors (including De Coorys).

Brand Familiarity

• De Coorys may be unfamiliar to many participants.
• Consider providing a brief description (preamble) of the brand.
• However, avoid providing information upfront that could skew brand familiarity measurements.
• Save any brand information for later in the survey.

Sociodemographics and Psychographics

• Sociodemographics are objective characteristics (e.g., height, location, work hours).
• Psychographics cover lifestyle and personality traits (e.g., fun-seeking, calm).
• Sociodemos and psychographics help with target marketing and segmentation.

Qualtrics Platform

• Qualtrics offers advanced features and is user-friendly.
• Multiple projects can be managed within the platform.
• Project sharing is possible for group collaboration (similar to Google Docs).

Logging into Qualtrics

• Access Qualtrics through the provided link.
• You may need to use your student ID and password.

Guidelines

• Read the university guidelines for legal compliance.

Creating a New Project

• Create a new project from scratch.
• Name the project "MR24309 project".