Advertising - Discuss the Role of Qualitative Research in Identifying Consumer’s Needs for Weather-Related Information. Which Qualitative Research Techniques Should Be Used

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1. Visit the Web site of The Weather Channel (www.weather.com) Write a report about the type of information available at this site.

2. Identify other potential sources of information about the weather.

3. Discuss the role of qualitative research in identifying consumer’s needs for weather-related information. Which qualitative research techniques should be used?

4. If a survey were to be conducted to determine consumer preferences for weather-related information, which interviewing method would you recommend? Why?

5. Can observation methods be used to determine consumer preferences for weather- related information? If so, which observational methods would you use? Why?

1. What kind of research design would you recommend for determining the effectiveness of M & M/Mars advertising during the Super Bowl?

2. If the research design involves a survey of households, which survey method would you recommend and why?

3. What kind of measures and scales will you employ in your survey?

4. Can the observation method be used to determine the effectiveness of M & M/Mars advertising during the Super Bowl? If so, which observation method would you recommend and why?

5. Which syndicated services discussed in the book can provide useful information?

The director of marketing for Chrysler is interested in knowing the psychological characteristics of the yuppies to configure the Dodge Viper program. You have been presented with the responses from the survey outlined above. Analyze the data according to the following guidelines:

1. Frequency distribution: Ensure that each variable is appropriate for analysis by running a frequency distribution for each variable.

2. Regression:…...

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