MKTG 2030 Chapter Notes - Chapter 2: Complementary Good, Starbucks, Southwest Airlines
Document Summary
Ireland --> yogurt was seen as a healthy snack: danone combined health and taste, created a market that consumers wanted once it became available. Practical tools and techniques for understanding customer needs. Secondary research - research that has already been conducted by someone else: saves time and money --> may find the answer from other"s research. If primary research needs to be conducted, you can learn tips and tricks from secondary research: quicker and can be free of charge (depending on the source) Depth interviews - data collection method where the moderator engages one respondent in a conversation for at least 60 minutes: buying center - the group of customers involved in the decision making. Ethnography - researcher keeps at a distance from the respondents: participant observation - a process where the researcher actively participates with the customer to gain insights that other techniques may not be able to generate.
