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Marketing research using broadcast media and the internet

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(1) Describe three situations in which marketing research should not be undertaken.
Explain why this is true?

Answers, The opportunity has passed, Managers cannot agree on what they need to know to make a decision, and one more answer which I don't know....

(2) What are some of the keys to ensuring the success of an internal database?

(3) Describe some ways to recruit for online panels?

(4) Fisher Price has asked you to develop a research procedure for determining which of its prototype toys is most appealing to 4- and 5-year-olds. Suggest a methodology for marketing this determination.

(5) What are some important independent variables that must be dealt with in experiment to test consumer reactions to a pilot for a new TV series? Explain why those variables are important.

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Solution Preview

Marketing Research Essentials
(1) Describe three situations in which marketing research should not be undertaken.
Explain why this is true?

Answer:
a) The opportunity has passed.
Marketing research is time-bounded. For instance, in a presidential election, win ability of candidates can be best researched during campaign periods and not after the conduct of elections.
Another is the marketing of Ipad. Marketing research for this product must be done months prior to the actual sales day.

b) Managers cannot agree on what they need to know to make a decision
Marketing research methodology should be done during the planning stage. Expected outcome must be determined first before marketing research is done.

c) A research organization shall not undertake marketing studies for competitive clients when ...

Solution Summary

This solutions discusses situations in which marketing research should not be undertaken, how to ensure the success of an internal database, and how to recruit online panels.

The solution also gives suggestions on how to develop a research procedure for determining which prototype toys is most appealing to a particular age group.

It also gives suggestions on effective experiment to test consumer reactions to a pilot for a new TV series.

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Emerging media technologies have vastly empowered customers to decide whether or how they want to receive commercial content. Consumers are no longer passive recipients of marketing communications and the real challenge for a marketer is how to regain the customers' attention through the clutter.
1.Web-based technologies can be combined with traditional media to build a successful marketing communication campaign. Cite two specific examples of companies/brands using this combination approach and discuss what made these campaigns successful. Did the two use similar techniques?
2.With the help of relevant examples, can you describe how modern technologies can be used to promote interactivity between the product and the customers? In this context discuss the use of social media to generate excitement around a brand. Can you cite any recently launched new products that have managed to achieve this?

Response should be between 2-3 pages.
Please use in-text citations and provide references. Only scholarly sources should be used.

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