Marketing Research and Segmentation

Description

Moving from foundations to specific methods, this program examines the complex background work that must take place before a product or service can be positioned in the market. Surveys and analysis performed for the computer game company Electronic Arts provide an illuminating case study in field, quantitative, and qualitative research and how these overlap with explanatory, descriptive, and predictive research. Students learn about interview formats, questionnaires, sampling techniques, focus groups, and other ways to obtain customer feedback. Demographic, geographic, and psychographic approaches to market segmentation are illustrated with clear examples of their real-world applications.

Runtime

20 min

Series

Subjects

Genre

Date of Publication

[2010], c2009

Database

Films on Demand

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