MARKET 1 Lecture Notes - Lecture 7: Focus Group, Crystal Pepsi
Document Summary
Present finding: executive summary- here"s objective, here"s what we found. Exploratory research: shed light on problem, new ideas and solutions, pizza example from garth: Is there sufficient demand in columba mo for me to open up a restaurant. Conduct a focus group to ask a group of people to talk about their feelings and attitudes about pizza. You realize what people are looking for. Descriptive research: ascertain magnitudes, study that puts all of this info down and asks people to rate them. Causal research: test cause and effect relationships and hypothesis: take all that information and make a decision. All of this: like a funnel where you start wide and you narrow it down to a decision, primary data collection summary. Focus groups: sign outside supermarkets that says that you"ll be recorded, they are actually videoing to see how people shop, should never be used except for exploratory research, mistake: pepsi.
