MKT 3340 Lecture Notes - Lecture 17: Experian, Quality Control, Email
9 Sep 2016
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Divides 65 different segments based upon demographic and socioeconomic characteristics. Experian simmons offers a service that can help a firm identify market mavens. Market mavens identified by their peers as sources of information about products/services and shopping. They provide facts but let others make their own decisions. Use a person to ask the questions, either face-to-face or voice-to-voice, usually with some assistance from a computer. Use a computer to actively accomplish the questioning. Require respondents to fil out the questionnaire themselves, without computer assistance. Use some combination of two or more of the above modes. Person-administered survey is one which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records the answers. Understand each other"s emotions: quality control, adaptability. Disadvantage: human error, slowness, cost, interview evaluation, bias. Use salespeople that are the same socioeconomic demographic as respondent.
