Students’ focus group practices in class reminded me of the previous semesters, working with students on the research projects of their interest. Now, some of these students have stepped further into this area… Happy for them!
Let me share with you Quirk’s annual Corporate Researcher Report – a close look at marketing researchers and analysts’ world. Are you curious about their pain points in managing and conducting MR? How about some new methods in the field? What’s next? It may take sometime to realize that, it is indeed a rewarding experience, being an analyst and a researcher. Find more about MR.
FOCUS GROUP DISCUSSIONS
Principles of Marketing, Research in Behavioral Theories course materials have been updated in the category menu on the right – MKTG 3650 and MKTG 3100. MKTG 3100 Section 02, Section 03 share the materials, with minor time differences in the final marketing plan presentation time.
“Giddy up Cowboy! But Pay the Toll First: An Examination of Price Sensitivity of Various Services in the Equine Industry” – a study on Hinckley Equestrian Center.
“Causation Marketing: The difference between ‘Dancing with the kids’ and ‘Dancing for the kids’ “- Miracle Network Dance Marathon
“Business Strategy: How to Increase Ticket Sales and Fan Attendance” – Columbus Blue Jackets
“What Affects Attendance at Otterbein Home Football Games”
“Understanding the Factors Affecting Consumer Exposure and Direct Mail Enticement Power” – Town Money Saver (a Westerville-based direct mailer founded in 1992)
“Marketing Strategies of Family-owned Pizza Shop: How do Customers Arbitrate their Purchasing Habits?” – a study on Bosco’s Pizza Kitchen
“Otterbein Bookstore: The Ultimate Convenience”
“Jimmy V’s Grill & Pub: Increasing Student Traffic”
“Day of the week, Incentives, and Advertisements – What will it take to get students involved?” – Otterbein Campus Service, Fall Plunge
Now, it is time to use a scientific way to calculate the ideal sample size for your research project. Complete the task and bring the solution of problem 1 to class, by next Wednesday (Nov. 4) – this is your quiz problem for this week.
At the same time, develop your codebook in a word document for SPSS data input, following the codebook example I’ve shared.
Up to this point, in addition to basic descriptive statistics, we have covered the four main types of methods applied to Marketing Analytics – Inferential Analysis, Mean Comparison Analysis, Association Analysis, and Prediction Analysis with increasing complexity of analysis. Before we move on to more advanced analytics toolkits such as cluster analysis, factor analysis and conjoint analysis, let’s review the topics by completing this task.
Please find the table summary of these methods, in terms of purposes, variables involved, test statistics, hypotheses, SPSS operations as well as the interpretations/applications in marketing context, with sample answers to the first two methods. Complete the table summary by Oct. 29 for bonus points. Some discussions with more data examples will be introduced in class.
Expect your summary!
- Otterbein Football Games
- Keystone Industrial Flooring
- Schneider’s Bakery
- Town Money Saver
- Bosco’s Pizza Kitchen
- Jimmy V’S
- Otterbein Campus service
- OttherThon-Children’s Miracle Network
- Columbus Bluejackets
- Otterbein Bookstore
Did you (as the moderator) notice that:
1. It is sometimes hard to correctly interpret the responses?
2. There is extreme dependence on the performance of the moderator (you) !?
3. Coding and analysis is cumbersome (necessary)?
4. The group is not representative of the general population – we have a mixed classroom!
5. The results are subject to researcher or client bias?
Plus, the environment and your preparation is essential!