Marketing Research Essay

402 words - 2 pages

Jeremy C. Smith
MKT 410
October 29, 2013
Professor: Dr. Mu

Do questions on page 146, Questions: 1, 2, 3, 4, 5; Do questions on page 210, questions: 1, 2, 3, 4, 6, 7, 8, 9, 10, 11.

1.) What are the major differences between quantitative and qualitative research?

The objective of qualitative research is to gather in-depth understanding of human behavior, in order to find out the reasons which make the person behave in that particular way. This form of research relies more on quality instead of quantity. When it comes to decision making, this method focuses more on answering questions like 'why' and 'how', instead of ...view middle of the document...

2.) What are some of the possible disadvantages of using focus group?
Have less control over group; less able to control what information will be produced.
Produces relatively chaotic data making data analysis more difficult.
Small numbers and convenience sampling severely limit ability to generalize to larger populations
Requires carefully trained interviewer who is knowledgeable about group dynamics. Moderator may knowingly or unknowingly bias results by providing cues about what types of responses are desirable.
Uncertainty about accuracy of what participants say. Results may be biased by presence of a very dominant or opinionated member; more reserved members may be hesitant to talk.
3.) Create a story completion test for downloading music from the internet?
4.) What can the client do to get more out of focus groups?

Discussions should be recorded via tape recording and note taking, and the group discussion is conducted several times with similar types of participants to identify trends and patterns in perceptions.
5.) What is the purpose of a projective test? What major factors should be considered in using a projective technique?

The purpose of the projective techniques is for people to unconsciously project their personality on to ambiguous or vague stimuli. They significantly differ from other tests in their range of responses. Projective tests have a broad number of possible responses, which makes them very difficult to standardize and evaluate.

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