Consumer Insights: Focus Groups, Sensory Marketing & Sampling
Consumer Behavior Research Methods
Introduction to Focus Groups
In the pursuit of understanding consumer behaviour, companies are confronted with multiple methodologies, each with its strengths and limitations. One method that stands out, especially in revealing consumer attitudes and preferences, is the focus group: a qualitative research technique used to collect data through group interaction. This essay explores the reasons why focus groups are the most appropriate qualitative research method
Read MoreUnderstanding Advertising: Types, Objectives, and Impact
Understanding Advertising
Advertising is a key component of marketing, specifically within promotion. It communicates a sponsor’s message to a specific audience using various media, including television, radio, print, and the internet. These media have associated costs and are impersonal yet far-reaching. The goal is to achieve predetermined objectives.
Advertising vs. Publicity
Propaganda involves spreading an idea, usually freely, while advertising is a set of activities used by a company to attract
Read MoreEnhancing Competitiveness Through Quality and Marketing
Competitiveness and Quality
The quality of a product is the set of properties and characteristics that confer its ability to meet demand. Improving quality involves establishing a management system that includes the following points:
- Define desirable factors.
- Determine quality standards or specifications.
- Establish a monitoring system to verify that specifications are met.
- Identify and correct problems of poor quality.
The costs of quality improvement are less than the costs of poor quality. Investments
Read MoreMarketing Research and Strategic Decision-Making
Chapter 1: Marketing Research Fundamentals
Marketing research is the application of the scientific method in searching for the truth about marketing phenomena. The process includes:
- Idea and theory development
- Problem definition
- Information gathering
- Analyzing data
- Communicating the findings and their implications
Digital marketing is a term used to capture all the various electronic, communicative technologies through which marketing enterprises (suppliers, manufacturers, retailers, etc.) work together
Read MoreQuantitative Techniques: Surveys & Questionnaires
Quantitative Techniques
Survey Techniques
Techniques based upon the use of structured questionnaires given to a sample of a population. It is a method based on structured data collection. They can tackle several issues:
- Behavior
- Attitudes
- Awareness
- Motivation (reasons for purchase)
- Demographics (age, life stage, income level)
- Lifestyle (values important to them)
There are four main types of questionnaires that can be applied. All of them have the same purpose (gather structured data) but the methodology
Read MoreMarketing Metrics, Process, and Segmentation Strategies
Marketing Metrics and Formulas
- Growth Ratio (Deviations) = [(Sales Present Period / Sales Past Period) – 1] x 100
- Growth (Absolute Terms) = Sales Present Period x (1 + Growth Ratio)
- Present Value (Absolute Terms) = Sales Future Period / (1 + Growth Ratio)
- Market Share = (Sales of Your Company / Total Sales Market) x 100
- Growth in 3 Years = Sales Present Period x [(1 + Growth Ratio)^3]
- Profit (Absolute Terms) = Sales Present Period x Profit Percentage
Consumer and Volume Calculations
- A. Total Number of Consumers