MKT530-M3-Paper

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Liberty University *

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530

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Marketing

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Jan 9, 2024

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Uploaded by justus1245

MKT 530 Module 3 a. What are the chapters and other material in the module designed to teach you? Module 3 encompasses chapters 5,6, and 7. Chapter five is all about exploratory research design, specifically qualitative research. Building off secondary data analysis which we learned in chapter 3, qualitative research plays a big role in exploratory research, which we learned about in chapter 3. Qualitative research is often used for generating ideas and different variables that drive the research project. Chapter 5 continues to explain the main differences between qualitative and quantitative data. Chapter 6 is designed to teach us about descriptive research design, specifically how to conduct effective surveys and how to make key observations while doing so. Building off chapter 3 where we initially learned about descriptive research, chapter 6 goes more in depth on the key methodologies- survey and observation. Surveys are things like cold calls, interviews, email and internet questionnaires, and mail inquiries. Observations are things like audits, content and trace analysis, and personal observations you see in the current landscape for what is being looked at. The chapter goes into more depth on both subjects and how they can be of great advantage to a marketing firm, as well as how people can easily find themselves in trouble. Chapter 7 covers causal research design and experimentation. Like chapters 5 and 6, this chapter builds off chapter 3 where we are introduced to causal designs and how they are connected to exploratory and descriptive designs. This chapters teaches us more about conditions for causality, how validity plays a part, and how to control variables throughout the experiment. b. What are some of the key points in the chapters and any other material in the module? The biggest key point I got from the material was how affective the green book is for not only this class, but a career in marketing. Past that, I got the most from how to conduct effective interviews. Whether it’s done during an open-ended survey, an in-person meeting, or through consulting, people can gather a ton of information during interviews. Things like new insights and idea generation to spark changes in the goal of the research and sometimes even create a new research project are the benefits of conducting effective interviews. The big issue is, however, when you allow for people to provide open-ended responses, it gets tougher and tougher to sort the data as you collect feedback from more people. Like the UA Campus interview, while that data is great, its only effective if the interview team can sort through the data and make sense of it in a timely fashion. With today’s software, that is a reality. With good content analysis, I think those in charge are set up to make decisions like never before because of the tools available to sort data effectively and truly learn what drives the people in the organization. I also thought the ethnography piece was super cool. The biggest companies in the world are always looking for an edge. I thought it was cool to see that Nike would legitimately have their marketing team live with people for extended amounts of time to examine their habits and try to find the next great ‘hook’ that will keep people buying their products. How their consumer insights managers can pick up on simple trends and correlate those to changes in marketing strategy sounds like a job I would definitely be interested in. c. Which of the Real Research vignettes and cases resonated with you and why?

The “Real Research mCAPI” article resonated with me. In looking at mobile marketing research and surveys in general, I found it fascinating how marketing teams can simply offer up a question or two in-app every now and then to the mobile user and they provide feedback immediately. It’s so easy that it doesn’t even affect the user’s day. Taking that to the next level, a company called Market Xcel, along with Cluetec GmbH, connected this technology and put it to work in India. Almost 70% of India’s population lives in rural farmland villages which makes it extremely tough to get around and survey all these people. For years, companies would use paper surveys to collect insights on what the local population was thinking. Then, Market Xcel came in with the mCAPI which allows for the population to take mobile surveys without the use of any paper. Not only do companies collect this data, but they also collect GPS and time-stamped data to track how opinions might change regionally over time. This machine can also handle more open-ended surveys vs old school fill in the circle surveys. Leveraging these modern marketing tools is giving front-line companies a big advantage in highly developing areas like India. d. How can you see yourself using what you learned from the module as you rise in your career? One career path I am super interested in is taking football analytical data and pairing it with my knowledge of the game to create a fantasy football analysis platform. This platform will feature not only a standardized statistics overlay of the league for common fantasy positions, but it will also have a user-influenced section where I interview users in real-time on their thoughts on value between players. For example, while a user accesses my site, they might be prompted to choose between 3 players who they would rather have. This would formulate my trade value section for those looking to make a switch during the season. For the general stats section, I would have ‘sliding bars’ for users to weigh different stats heavier and I would collect that data. I would also keep time-stamped, geographical data to see how fantasy player attitudes different regionally over time. It would be interested to see what kind of bias comes out of those picking the hometown players as well. e. For each module, get into the Internet and do a quick search on some of the key terms in the chapters and report on who and what is going on around those terms? In chapter 5, I wanted to focus on the term laddering, which is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics. Basically, the interviewer is highly trained to ask an intro question, field a response, and then ‘climb the ladder’ to get to the real reason why someone may or may not buy a certain product. Probing techniques help the interviewer to continue asking the ‘why’ question. The term laddering also helps us understand hidden issue questioning, where the focus is not on socially shared values but rather on personal ‘sore spots. It also helps us with symbolic analysis, which is a technique for conducting depth interviews in which the symbolic meanings of objects are analyzed by comparing them with their opposites. For example, one might ask ‘what do people generally feel about the Cowboys?’ This is a laddering question which the interviewer could climb to ‘how do you personally feel about the Cowboys?’- this is a hidden issue question. Lastly, this could turn to ‘If Cowboys fans were an animal, what would they be?’ -symbolic analysis. I am sure you could have fun with this one!

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