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Week 3 - Coggle Diagram

- - - - Internal data includes customer databases. Data warehouse and mining. CRM and database marketing
      - External data includes data from other businesses, government and syndicated services
        
        Key issues for syndicated data:
        
        Sample representativeness: do people contributing to the panel adequately represent the full customer database? Does the demographic and psychographic data match?
  - - - Internal : company's blog, FB, twitter accounts
      - external: social media tools
  - - - A non structures, natural interview of a small group of respondants by a trained moderator. It is the most popular qualitative research technique to gain insights. It is structured as a free flowing conversation and usually provides unexpected findings.
      - Usually groups of 8 o 12 with a fairly homogenous group and lasts from 1 to 3 hours.
      - Procedure for focus groups
        
        Determine the objectives of the market research and develop mrp
        
        Specify the objectives of qualitative research
        
        State the objectives or questions to be answered
        
        write a screening questionaire
        
        develope a moderators outline
        
        Conduct the focus group
        
        7.Review tapes and analyze the data
        
        Summarize the findings and plan follow up research or action
- - - - Laddering: line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer network of meanings
      - Hidden issue questioning: focus on personal "sore spots" or concerns
      - Symbolic analysis: analyze the symbolic meaning of objects by comparing them with their opposites, The logical opposites of a product that are investigated are: non usage of the product, attributes of an imaginary "non product", and opposite types of products.