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Armstrong Mai08 Basic PPT 04
Armstrong Mai08 Basic PPT 04
Armstrong Mai08 Basic PPT 04
Case Study
Coach Research Revamps Strategy
The Situation
Firm began by offering classically styled, highquality leather handbags. Women needed only two purses in brown or black. Mid-1990s: sales slowed. Consumer preferences changed as more women entered the workforce. Designer bags made Coachs look plain.
Copyright 2007, Prentice Hall, Inc.
Researchs Role
Method: Interviews 14,000 women annually. Watches trends for market voids. Key research findings: 1) desire for fashion pizzazz in handbags. 2) Usage voids. New products are created to fill voids (wristlets, fabric bags, Signature line, etc.). Sales and earnings grow.
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Marketing managers do not need more information, they need better information.
Copyright 2007, Prentice Hall, Inc. 4-4
Descriptive Research:
Describes things (e.g., market potential for a product, demographics and attitudes).
Causal Research:
Tests hypotheses about cause-and-effect relationships.
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Outlines:
Sources of existing data Specific research approaches Contact methods Sampling plans Instruments for data collection
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Available more quickly and at a lower cost than primary data. Must be relevant, accurate, current, and impartial.
Copyright 2007, Prentice Hall, Inc. 4-11
Observational Research
The gathering of primary data by observing relevant people, actions, and situations. Ethnographic research:
Observation in natural environment
Mechanical observation:
People meters Checkout scanners
Copyright 2007, Prentice Hall, Inc. 4-13
Survey Research
Most widely used method for primary data collection. Approach best suited for gathering descriptive information. Can gather information about peoples knowledge, attitudes, preferences, or buying behavior.
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Experimental Research
Tries to explain cause-and-effect relationships. Involves:
selecting matched groups of subjects giving different treatments controlling unrelated factors checking differences in group responses
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Contact Methods
Mail surveys Telephone surveys Personal interviews
Individual interviewing Focus group interviewing
Sampling Plan
Sample: segment of the population selected to represent the population as a whole. Sampling requires three decisions:
Who is to be surveyed? Sampling unit How many people should be surveyed? Sample size How should the people in the sample be chosen? Sampling procedure
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Companies look for customer touch points. CRM analysts develop data warehouses and use data mining techniques to find information out about customers.
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