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How can be done through... - Coggle Diagram
How can be done through...
Observation
Supermarkets an large retail stores watch consumers as they shop.
Measuring pedestrians flows in a shopping mall or looking at how rival products are packaged and displayed.
Firms try to draw conclusions about shoppers from observing their behavior.
They can use this data to improve the marketing products, store and shelf layout or point-of-sale promotions (promotional displays of goods in stores, often near check-out tills).
Focus groups
Firms often ask groups of consumers (focus groups), to give their opinion in a product.
They give this groups products to test, taste or try and observe the consumers' responses and record their comments.
Its often use when firm are introducing new products.
Experimentation
Manufacturing companies build prototypes to test new products.
Launch the product in a small part of the market.
In order to see how consumers react to it.
Known as test marketing.
In internet era, prototyping is often done in the form of A/B Split Testing.
Questionnaries
Face-to-face
Allows an interviewer to explain questions that the respondent (interviewee) doesn't understand.
Possibilities of bias in the way questions are asked or explained.
Telephonene surveys
Quicker and cheaper to carry out.
Many customers resent (dislike) this method.
Internet and postal surveys
Rely on customer completing and returning the questionary.
Cheap method that avoids questioner bias, but suffer low completion rates.
Interviews
To gain more detailed, qualitative, information from small groups of people...
Interviewers use personal interviewing.
Interviewers may spend may spend long time with each respondent.
Asking them a wide range of questions and exploring their responses deeply.