Powerpoint 4: Marketing Research Flashcards
Marketing process diagram
see image 8
Direct elicitation
surveys
eg. likert scale
strongly agree, disagree number
Multi-Attribute Model
see image 9 rate importance of each attribute rate brand's strength see image 10 see image 11
Positioning Map
The map provides a convenient visual representation of the relative perceivedposition of competitive products on a pair of dimensions
see image 12
example of positioning map fail
vitamin water
problems with surveys and scale
Customer may not know requirements with any precision•Customer may be reluctant/unable to reveal them•Especially true for:•infrequently made decisions•lack of awareness of attribute variation•sensitive softattributes•new attributes/technologies•Ideal offering may not be a simple sum of its parts
conjoint analysis
fers (via indirect elicitation) the relative importance of product features and how objective values of products relate to their desired values by analyzing how consumers evaluate an experimental array of hypothetical product profiles
steps to a conjoint analysis
(1) define set of attributes
(2) constructs set of hypothetical products
(3) Have members of relevant population evaluate them
(4) calculate “part-worth” utilities
- measures each feature impact individually mathematically
see image 13
see image 14
part worth utilities
part worth utilities are statistical inferences about the importance of a particular variable
Other methods to create data driven insight
Functional Magnetic Resonance Imaging
-PRS Eye-Trackingof Shelf Visibility
- Eye Tracking HeatMap
-Packaging Design: Eye-tracking studies confirm improved visibility of bar on retailer shelves, regardless of shelf position
-RFID Cart Tracking
0 Researchers often use multiple methods to try to achieve convergent validity
