10 Sp20 Market Research

MARKETING RESEARCH AND MARKETING
INFORMATION SYSTEMS
Marketing Information Systems
Primary vs. secondary data
Marketing research tools
BUAD 307 MARKET RESEARCH Lars Perner, Instructor 1

Reminder
Summary notes are available on the “PowerPoint Notes” page
of the course web site.

ABI/Info
• General periodical database

• Contains articles from a number of trade journals
• Allows for the use of Boolean logic to specify
articles of interest and not of interest.
• Articles are indexed using standard “descriptors”
(terms) to ensure that articles are relevant.

Boolean Logic
AND  Both conditions must be true—e.g.,

“ice cream” AND “carbohydrate”
would call for articles that deal both
with ice cream and carbohydrates.

The “OR” operator
OR  At least one of the terms must

apply—e.g., “dessert” OR
“snack” would result in articles
that use at least one of the two
terms.

The “AND NOT” operator
AND NOT  The first term must apply but the second
must NOT apply. For example,
“pricing AND NOT finance” would result in
articles covering pricing but not those which
concern finance.

The “WITHIN” operator
WITHIN3 The second term must appear no more than three words
before or after the first term. For example, for “Internet WITHIN3
banking” would identify the phrase “Internet Credit and Banking,” ignoring
the
“credit and” string.

Searching within ABI/Info

Working With Results

Working With Descriptions under
“Details”

“Snowballing”

MARKET RESEARCH:
Learning Objectives
• Identify the costs and benefits of research
• Identify the uses of both primary and
secondary market research
• Identify the respective advantages and
disadvantages of different primary
research methods
• Identify potential research method
problems that can lead to misleading or
incorrect conclusions.
• Determine the proper sequence of
research activities.

Marketing Research
• An “investment” to • Must weigh costs and

reduce uncertainty benefits of research
• Can help guide decisions – Money
on – Time spent
– Whether to enter • No perfect method—
– Product characteristics tradeoffs between
– Promotional strategy methods
– Positioning

Marketing Information Systems
(MkIS)
• Set of procedures and methods
for regular collection and analysis
of information for marketing
decisions
– Databases (internal information—
e.g., sales volumes)
– Market research
• Primary
• Secondary

Data Mining
• Processing of vast amounts of

data to find relationships between
variables—e.g.,
– Items frequently purchased together 
“strategic adjacencies” (items placed
together in retail setting)
– Seasonal patterns in sales
– Customer segments

Some Primary Research Methods
• Surveys
• Experimentation
• Observation
• Focus groups
• In-depth interviews
• Projective techniques
• Physiological Measures
• Online research
• Scanner data
• Conjoint Analysis
• Hybrid Methods
• Sentiment Analysis
Primary Research Methods
• Exploratory Methods • Precision Methods

– Observation (can be more – Experiments
definitive with larger – Surveys
sample sizes and focus on – Panel
specific behavior) – Scanner data
– In-depth interviews
– Focus groups
– Projective techniques

Choosing a Primary Research Method
Can the respondent
answer accurately? OPINIONS BEHAVIOR
(What someone Does the question
consciously believes may involve OPINIONS or
differ from “deeper”
opinions; beliefs about
NO BEHAVIOR?
hypothetical products may Can the relevant
not be well developed.)
behavior be
PROJECTIVE observed in the
YES METHODS
customer’s natural
environment?
YES
EXPLORATORY or NO
PRECISION
research?
SCANNER DATA (e.g., brand EXPERIMENTATION
choice, impact of advertising, (determine causality—e.g.,
previous purchases, competing impact of product design,
EXPLORATORY PRECISION brands, demographics) advertising message)
OBSERVATION (e.g., how

INDIVIDUAL PHYSIOLOGICAL (e.g.,
SURVEYS long does the shopper spend?
INTERVIEWS determine reactions, attention,
What does he or she look at? Is
arousal)
anyone else involved?)
FOCUS SENTIMENT
GROUPS ANALYSIS
Some Overall Issues in Market
Research
• Do people actually do what they say (and believe) they will
do? Often not!
• Is A actually causing B, or is B causing A, or is some third
variable causing both? This is often difficult to sell!
• How much data do we need to make precise conclusions?
A sample of n=30 will usually not cut it! Larger sample
sizes are usually needed to make reliable decisions!
• Will respondents interpret our questions the way they
were intended? Often not!

Surveys
• Forms
– Mail (self-administered, single time)
– Mail panel (self-administered, multiple surveys administered
over time)
– Telephone (from central location)
– Mall Intercept
– Computer/Internet
• Planned questions
– Open-ended
SURVEY COSTS:
– Closed-ended
USUALLY LOW
• Need large sample sizes for precise
conclusions
– Small samples will have very large standard errors and thus
large margins of error
– E.g., Presidential polls (with only two choices) require a little
more than n=1000 to get results accurate to +/- 3%.

Characteristics of Some Problematic
Questions
• Difficult to answer—respondent may
not have knowledge needed
– Amounts spent annually on specific product
categories may not be known
• Sensitive (embarrassing)
• Two in one—e.g., “On a scale from 1 to
10, how fast and reliable are Microsoft
programs?”
• Leading questions—giving the feeling of
the “desired” response
– “Do you agree that soft drinks with sugar are
bad for you?”
• Non-exhaustive question
• Non-mutually exclusive answers

Continuum Questions
• Questions rating the degree of a characteristic (e.g., agreement or product
usage) tend to be more effective than binary “Yes/No” questions
• E.g.,
5 4 3 2 1
Strongly Neither Strongly
Agree Agree Agree Nor Disagree Disagree
Disagree

Continuum Scales
• Rather than asking binary (e.g., “Yes” vs. “No”)

questions, it is usually better to ask about a matter
of degree or extent
– E.g., “On a scale from 1-10, with 1 being ‘Not all
interested’ and 10 being ‘Extremely Interested,’ how
interested are you in fashion?
– Asking simply “Yes” or “No” on “Are you interested in
fashion?” would result in people with very little actual
interest potentially answering affirmatively

Some Areas Suited for Continuum Ratings
• Interest • Involvement
• Purchase • Decision control
likelihood • Frequency or level of
• Satisfaction/ use
Dissatisfaction • Awareness
• Brand loyalty • Information search
• Price sensitivity • Personality traits
• Knowledge • Variety seeking
• Experience

Online Surveys
• Conditional branching—direct skip to relevant

question
• Quality of response
– Time pressures
– Willingness to write out answers or respond to multiple
closed-ended questions
– Willingness to read and follow instructions is limited
• Reliability and browser compatibility issues

Conditional Branching
• Traditional surveys: Have you bought a new car

during the last six months? If not, please skip to
Question 11.
• Conditional branching: Respondent will be taken
to the appropriate question according to answer
• Customization of questions
– E.g., consumer lists three brands  subsequent
questions ask about these specific brands by name

Experimentation
• Does it make a difference if subjects (i.e., consumers,

people) are treated one way or another way in terms of
some outcome (e.g., likelihood of purchase?)
– Will consumers rate a red car as more exciting but a blue one as
more reliable?
– Are those who hear German (as opposed to French) music more
likely to buy beer?
– Will students who are told to expect an essay exam do better
than those told to expect a multiple choice exam even if
everyone ultimately takes a multiple choice exam?

Experimentation
• Testing what people actually do rather than way they say or think
they will do
• Useful in trying to determine causation (e.g., does a product sell
more if the packaging is red rather blue?)
• Possible to
– Control for factors that are not equal in real life (e.g., If those who pay restaurant
checks with credit cards are more likely to be reimbursed by their employers, it is not
clear if the credit use was the cause of the higher tip)
– Test and rule out competing explanations (subject to some caveats)—e.g., does texting
while driving cause accidents because (1) eyes are removed from the road, (2)
attention is diverted to the conversation, or (3) a combination

Two Basic Types of Experiments
• Between-subject: Different groups of people are treated the same
except for the variable or variables manipulated
– E.g., One group shops in simulated store in which a credit card logo is
displayed; the other group shops in the same simulated store but the credit
card logo is removed
• Within-subject: The same individual is treated differently at
different times (e.g., at time 1 is given cola drink that includes
vanilla and one without at time 2)
– Subjects are usually counter-balanced to rule out order effects (1/2 receives
treatment A first and then B, the other half receives B, then A)

Experimentation
• Subjects in different
groups are usually
treated differently Everyone is treated
the same way, so
– E.g., for some, “target” nothing is being
product is given better manipulated for
shelf space comparison
– E.g., some get coupon
• Can help isolate causes
• Subject is not biased by
questions—does not
know how others are
treated
EXPERIMENT COSTS:
HIGH
My Simulated Store…
A shopper in the everyday low price condition…

Haire’s Instant Coffee Study
GROCERY SHOPPING GROCERY SHOPPING

LIST LIST
Respondents were
Ground beef Ground beef asked to describe
Potatoes Potatoes their impressions of a
Apples Apples housewife based only
Flour Flour on her shopping list.
Sugar Sugar These shopping lists
Laundry detergent Laundry detergent differ only on one
Instant coffee Ground coffee item.
6 cups of yogurt 6 cups of yogurt
Paper towels Paper towels
Bananas Bananas

Observation
• Looking at consumes in the field—e.g.,

– Searching for product category area
– Number of products inspected and time
spent on each
– Apparent scrutiny of labels or other
information
– Involvement of others
– Behavior under limiting circumstances (e.g.,
time constraints)
OBSERVATION COSTS:
LOW TO HIGH
(DEPENDING ON CODING AND
ANALYSIS NEEDED)
Taste Tests
• Not experiments unless

– Two or more groups of people are treated differently (e.g., get
different food version) or
– The same person is being treated differently at separate times
(e.g., half the participants receive new formulation, then current;
half the participants receive in the opposite order)
• “Triangle” Measure
– Each respondent is given three items: One current, one new, and
one duplicate of either old or new
– Asked to identify the one that is different and explain why

Focus Groups
• Groups of 5-12
consumers assembled
• Start out talking
generally about context
of product
• Gradually “focus” in on
actual product
MOST
N O T t he best
APPROPRIATE FOCUS GROUP COSTS: Usually u l d N OT
S h o
approach.
AS EARLY HIGH
STAGE METHOD (ESPECIALLY FOR THE AMOUNT
s e n a s d e f ault
OF INFORMATION COLLECTED)
be cho
e a r c h m e thod!
BUAD 307 MARKET RESEARCH r es 35
Lars Perner, Instructor
Focus Groups: Potential Uses
• Identifying possible issues of

concern with a new product
• Probing complex issues where
different factors and issues may
affect opinions
• Probing differences in perspectives
among different groups
• Very preliminary pilot testing of
ideas
Note that follow-up with more • Identifying the actual language used
precise research methods is by customers
essential before firm conclusions
can be made

Focus Groups: Composition
• Members of each focus group

should generally be similar to each
other in terms of factors affecting
comfort in speaking openly (e.g.,
age, gender, socio-economic status)
• If the target market crosses such
variables, different focus groups
should be run
• It may be helpful to run focus
groups—even with customers
otherwise demographically similar—
in different cities

Focus Groups: Dynamics
• The facilitator should

– Allow the focus groups members to
talk as much as possible to get at
their views and perceptions
– Gently attempt to steer the group in
the desired direction
– Probe and ask for elaboration when
interesting ideas are raised
• The focus group may involve an
activity (e.g., cooking a meal)
and/or sampling a product

Focus Groups: Caveats
• Even with ten focus groups each

with ten members, the total sample
size is only 100
• Because of social influence, the
opinions expressed by different
members are not independent
• Issues identified in focus groups
should examined with more
powerful methods using larger
sample sizes (e.g., surveys, scanner
data, experiments)

REMINDER
• Focus groups are most useful

for identifying issues that
should be studied in more
detail with more precise
methods
• Due to the small sample size
and social influence on
individual responses, it is
difficult to generalize much
from focus groups
In-depth interviews
• Even costlier than focus groups per person

reached
• Structured (planned set of questions) vs.
unstructured interviews (going where the
discussion takes you)
• Generalizing to other consumers can be difficult,
but contrasting types of consumers can be
identified
• Often useful for highly emotional, identity
involved products (e.g., cars, furniture, clothing)
• Biases
– Subtle, inadvertent feedback
Projective Techniques
• Getting at motivations that may not be

consciously known— “Tell a story about
this picture.”
• Measurement of attitudes consumers are
unwilling to express
– It is easier to admit something embarrassing about
someone else
• Consumer discusses what other consumer
might think, feel, or do
PROJECTIVE METHODS COSTS:
USUALLY HIGH IF PERSONAL INTERVIEWS OR
EXTENSIVEINTERPRETATION IS NEEDED

Projective Examples
“Please tell me a story of what is going on in this picture.”

Physiological Measures
• Consumer bodily • Tracking of

responses are – Eye movements
watched at • For areas of focus
various phases of • For attention, involvement
advertisement or – Heart rate

other marketing – Skin conductivity
exposure – Brain waves
• State of mind
• Attention
PHYSIOLOGICAL
METHODS COSTS:
HIGH

Real-Time Response Over Time
• Participant may be asked

to move a lever or dial to
adjust how he or she likes,
agrees with, or is positive
toward some message
over time.
• This can be used to test
which statements are
more effective in
persuasion or bring about
favorable affect
Conjoint Analysis: Determining the Relative
Importance of Product Attributes
• Consumers rate several

“profiles”
(combinations of
features)
• Statistical analysis is
used to “decompose”
ratings into
preferences

Example
Car #1 Car #2
Gas mileage: 30 mpg Gas mileage: 20 mpg
Price: $18,200 Price: $15,200
Safety record: Average Safety record: Excellent
Performance High Performance Poor
Reliability Poor Reliability Excellent
How would you rate car #1 overall How would you rate car #2 overall
on a scale from 1 (Very poor) to on a scale from 1 (Very poor) to
7 (Excellent?) 7 (Excellent?)
1 2 3 4 5 6 7 1 2 3 4 5 6 7
Each subject will evaluate several (usually 16+) combinations. A

statistical technique determines the importance of each feature.
Types of scanner data
• Supermarket club. This includes purchases by the specific customer when shopping at the
respective chain (assuming that the customer presents his or her card). Purchases at other
locations are not counted. Demographic information may be of limited accuracy. Shoppers
are often motivated to join by large discounts (often 20-30%). This is also a method of
price discrimination. Members may be given individualized coupons for possible products
of interest. Only available for grocery products.
• Scanner data panels. In some communities, people can sign up to be part of a “panel.”
Purchases at all local retailers are included (e.g. supermarkets, gas stations, drug stores,
convenience stores). For a given customer, the database also includes TV viewing and
demographics. Only available for grocery products.
• Aggregated retail sales records. Records of sales volumes of products by UPC may be
available from an assortment of retailers, and this data is available for more product
categories. This information is NOT tied to individual customer data and purchase history.
– This means that we cannot relate these sales volumes to anything else (e.g., price charged, advertising
spending, type of display given in the store)
Most useful

Scanner Panel Data
• Panel members in test communities agree to
– Swipe a card prior to each purchase in most stores that sell
grocery products (supermarkets, convenience stores, drug
stores, discount stores)
– Have purchases matched to
• Demographic profiles
• Media/coupon exposure
• Promotional status of competing brands
COSTS: HIGH
• Past purchases START-UP COSTS;
• Problems: LOW VARIABLE
COSTS
– Aggregation over household POSSIBLE WITH
DEVELOPED
– Aggregation bias--averages of disparate segments obscure! ALGORITHMS
– Only available for grocery products (roughly what you can USUALLY LOW
buy in a supermarket)
– Only gives meaningful (accurate and useful) results for
products bought at least ten times a year

Scanner Data Panel Research
(Some of these variables are available for supermarket club data)
Purchase on occasion: Yes, no
No. of ads seen by Time since previous purchase
shopper Previous purchases
Ads seen for competing Current price
brands RECORDED
Previous price
“Split cable” PURCHASES
Current promotional status
Previous promotional status
Current display status
TELEVISION Previous display status
EXPOSURE Display status of competing
brands
HOUSEHOLD Promotional status of competing
FILE brands
DEMOGRAPHIC Coupon used: Yes, no
INFORMATION Coupon available: Yes, no
Coupon available for other
brands? Yes, no
Family size Amount of coupon
Occupation ANALYSIS
Family size
Income
BUAD 307
Home ownership MARKET RESEARCH Lars Perner, Instructor 50
Collecting the data
• Each time a customer has his or her card swiped in a

participating store and buys anything represents a
shopping occasion
• Each time the customer makes a purchase in the relevant
product category (e.g., cereal, laundry detergent, coffee,
yogurt) represents a purchase occasion
• Variables such price paid, sale status of available brands,
coupon availability for each brand, special display status of
any brands, advertisements seen, price paid on last
purchase occasion, time since last purchase occasion may
be considered
Some Questions That Can Be Tested,
Part I
• Is one advertising theme (e.g., low price) more effective than
another (e.g., nutritiousness)?
• What is the effect of the number of times an ad has been seen?
(Likely a non-linear relationship)
• What is the impact of seeing only part of an ad (usually while fast
forwarding on pre-recorded content)?
• Based on historical frequency of purchase and time since the last
purchase occasion, what is the customer’s likely “inventory” of the
product at home? If a customer buys when inventory is estimated
to be low, other factors are less likely to be impactful; if inventory is
estimated to be larger, factors such as sale prices, coupon
availability, and special display are more likely to be involved

Some Questions That Can Be Tested,
Part II
• Impact of demographics (e.g., income, home ownership,
occupation, presence of children in household, geographic region,
education) on choice
• “Purchase acceleration:” Do customers “stock up” during sales?
Many do not; higher income consumers are more likely to buy
ahead (lower income consumers may not have cash to spend and
may not have space to store purchases)

Scanner Panel Data
• Reflects actual behavior—not just what people think they will do.
• Predicts purchase likelihood under different circumstances (e.g.,
regular price, competitor’s price is discounted, coupon is available).
• Can help “disentangle” a large number of variables at the same time
(e.g., price, advertising, coupon availability, in-store display)
• Does NOT identify attitudes—we only observe behavior (e.g.,
purchase or non-purchase), NOT what is going on inside the
consumer’s brain.
• Can only be used for frequently purchased items (i.e., something
bought at least ten times a year).
• Very efficient and precise predictor since large amounts of data are
used.

Some Limitations….
• Only TV advertising (and not radio, print, billboard,

or online) is considered—although online
advertising may come about in the near future
• Walmart—which accounts for a large share of total
sales in many categories—does not participate
• Purchases made outside the community and online
purchases are not included (although purchases
from select online vendors such as Amazon could
potentially be added)

Important Reminder!
• Scanner data is only useful for relatively frequently

purchased products (i.e., something bought at least
ten times a year)
• In order to observe the effect of variation in
different variables (e.g., advertising exposure, sale
status of different brands, coupon availability, and
special display space status), we must compare
purchase outcome under different combinations of
these variables —> need for multiple purchases

Sentiment Analysis
• Making sense of online postings in social media
– Twitter
– Photo sites (e.g., Instagram)
– Blogs
– Facebook
• Tracking of massive amounts of data by computer (for large sample size
and powerful predictions)
• Machine (Computer) Interpretation of postings based on
– Specific words and combinations of words used
– Language use (pronouns, active vs. passive voice)
– Context
– Indicators of sarcasm, irony
• Hashtags as brand identifier and emotion/evaluation
• Heavily proprietary specific methods (firms develop methods and keep
these secret)

Sentiment Analysis: Some Functions
and Tools
• Association of brands common to posts
• Identification of probable poster characteristics
(e.g., male/female, age) by language use
• Vocabulary use of different consumer groups
• Identifying expressions by opinion leaders
– As a source of influence on large numbers of other
consumers
– As “early warning” of opinions that may emerge among
consumers in general

Some Complications in Sentiment
Analysis
• Detection of irony, sarcasm, and humor in the specific context
• Emergence of slang:
– New slang terms
– Context-specific slang terms
– Slang used by limited consumer subgroup
• Aggregation of responses from different group (e.g., demographic groups,
positive/negative to the brand) making for meaningless average responses unless
adjusted for group effects
• Change of meaning by context (e.g., a consumer goes to Starbucks to improve a
negative mood; thus, the negative affect should not be attributed to the brand)
• Interpretation of “pseudo-hashtags” invented to be funny and not to be used
across postings (e.g., #tastedkindofbad)
• Integration of photo or video information into interpretation, especially if text
only makes sense in the context of the images

Sentiment Analysis: Cross-Cultural
Issues
• Language structure and meaning (e.g., vague or precise
word meaning, sequence of words, ambiguity of implicit
objects/subjects)
• Homonyms (words with same spelling but different
meaning)
• Customs of product category usage (e.g., “candy bar” vs.
“chocolate bar”)
• Slang and word meaning in context
• Focus on self vs. others

Some handouts
available on the
“Handouts” page of
the course web site

Choosing a Primary Research Method
Can the respondent
answer accurately? OPINIONS BEHAVIOR
(What someone Does the question
consciously believes may involve OPINIONS or
differ from “deeper”
opinions; beliefs about
NO BEHAVIOR?
hypothetical products may Can the relevant
not be well developed.)
behavior be
PROJECTIVE observed in the
YES METHODS
customer’s natural
environment?
YES
EXPLORATORY or NO
PRECISION
research?
SCANNER DATA (e.g., brand EXPERIMENTATION
choice, impact of advertising, (determine causality—e.g.,
previous purchases, competing impact of product design,
EXPLORATORY PRECISION brands, demographics) advertising message)
OBSERVATION (e.g., how

INDIVIDUAL PHYSIOLOGICAL (e.g.,
SURVEYS long does the shopper spend?
INTERVIEWS determine reactions, attention,
What does he or she look at? Is
arousal)
anyone else involved?)
FOCUS SENTIMENT
GROUPS ANALYSIS

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MARKETING RESEARCH AND MARKETING

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 1

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 2

• General periodical database

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 3

AND  Both conditions must be true—e.g.,

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 4

OR  At least one of the terms must

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 5

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 6

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 7

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 8

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 9

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 10

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 11

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 12

• An “investment” to • Must weigh costs and

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 13

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 14

• Processing of vast amounts of

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 15

• Exploratory Methods • Precision Methods

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 17

OBSERVATION (e.g., how

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 19

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 20

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 21

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 22

• Rather than asking binary (e.g., “Yes” vs. “No”)

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 23

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 24

• Conditional branching—direct skip to relevant

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 25

• Traditional surveys: Have you bought a new car

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 26

• Does it make a difference if subjects (i.e., consumers,

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 27

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 28

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 29

A shopper in the everyday low price condition…

GROCERY SHOPPING GROCERY SHOPPING

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 32

• Looking at consumes in the field—e.g.,

• Not experiments unless

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 34

• Identifying possible issues of

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 36

• Members of each focus group

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 37

• The facilitator should

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 38

• Even with ten focus groups each

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 39

• Focus groups are most useful

• Even costlier than focus groups per person

• Getting at motivations that may not be

BUAD 307 MARKET RESEARCH Lars Perner, Instructor 42

“Please tell me a story of what is going on in this picture.”