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Used stratified sample Biggest taste test ever held |
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| Marketing Research Process |
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| o Define problem o Budget o Data type consumer o Sampling method o Same page? o Collect data o Analyze o Check for errors Write report |
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| samples the researchers use when they want to generalize their findings back to the population of interest. |
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| each person in the population has a known & equal chance of being selected |
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| the population if interest is divided into strata of subpopulations, in other words you group alike groups (by age, for example). Then a simple random sample is selected from each group. |
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| the entire population is divided into groups, or clusters, which should each be a small scale representation of the entire population. Then a random sample of these clusters is selected. |
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| used for generating insights |
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| sample elements are handpicked because it is expected that they can serve the research purpose. |
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| an attempt to get a certain percentage of representation in the sample. |
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Generalization issue Only 15% of people tried the new formula Want for sweeter taste dies down over time Sign value ignored Used only one method of research – probability sample Needed triangulation |
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| made the announcement of new coke and was coca cola's chairman and ceo |
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| Efficient comes across as credible if seen on the news) Normally used for “high-involvement products” & durables · High-involvement – the product represents ourselves & we think about it lot when we buy it. |
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| NO CONTROL OVER THE MESSAGE “Nothing is sacred.” News emphasizes rational arguments |
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| o Used one method of research o Ignored symbolism o 100-year-old tradition o “Old Coke” removed from the shelves instead of selling it along with the new formula § Didn’t want to separate the two in sales because then Pepsi would take the lead o Media swayed public opinion which led to a “herd instinct” |
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| Did things really go wrong |
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| o Sales of Old Coke went up by 9% went they brought it back. o Coca-Cola started selling the top five sodas in the U.S. o Pepsi began to lose market share over time as consumers began to be brand loyal. |
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| · Advertising Effectiveness |
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| o Usually measured in terms of how well the ad is remembered, recognized, or recalled. o Associations – two things appearing together often enough so that we begin to think of them as representing the same category. § Ex: luxury & Lexus o Lucky Vanous Diet Coke ad |
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| thing that provokes an emotional response. This varies with the target segment. |
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| the emotional response that is provoked by the unconditioned stimulus. |
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| this isn’t really a stimulus at all because it’s neutral. The brand is so well known that it causes an emotional response |
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| this is the word used to describe the association. The unconditioned stimulus is paired closely with the neutral stimulus. |
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| suppose the pairing works. Now the consumer is in the grocery store, they see Diet Coke, & they feel a little desire & excitement. Now an initially neutral stimulus elicits a response. |
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| the response to the conditioned stimulus. Deciding to pick up the Diet Coke & purchase it. |
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| was the father of modern advertising |
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