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What are the phases of recent product research? How can marketing research make or break a recent product launch?
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What is hypothesis testing, and how do we develop a hypothesis? What is the purpose of hypothesis testing?
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The Internet is now a great way to conduct market research. However, is it possible to get an appropriate sample of potential respondents using an online survey? Do you think it is possible to conduct focus group surveys online?
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Let’s brainstorm together about the Vancouver Symphony Orchestra case. Let’s start with this…which information do you think is most relevant? What does that information tell you about what Vancouver Symphony Orchestra should do? What don’t you know from the information provided that you would like to know?
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Read and review the Project DATA: An Urban Transportation Study Case (case 10.1 in the text). What changes, if any, would you recommend to the survey in the case study and why?
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Visit SBI’s website, and take the VALS Survey: http://www.strategicbusinessinsights.com/vals/presurvey.shtml.
What scale measurements are being used? What might you use this type of research for?
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Watch the following video – Gladwell Furniture: http://www.poptech.org/popcasts/malcolm_gladwell__poptech_2004
What does Mr.Gladwell tell us about data collection? How can we find out what people like?
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Marketers, let’s discuss the pros and cons of gathering either primary or secondary data over the Internet. What are sources of secondary data obtainable over the internet?
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