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Ch 5 Qu 3

  1. 1. Chapter 5 Question 3 By: Gregory Debogorski, Andrew Riley, Jessica Osborne, Ashley Gillis, Michael Desilva and Jake Augustine
  2. 2. Situation <ul><li>We were appointed as marketing directors for a new aids awareness organization. Our boss has given us a limited budget for marketing research over the next year and wants to hear our plans by the end of the week. </li></ul>
  3. 3. Question <ul><li>What types of research are you likely to under take? </li></ul><ul><li>What are the strengths and weaknesses of the research methods you identified? </li></ul>
  4. 4. Agenda <ul><li>??? </li></ul><ul><li>3 types of Market Research </li></ul><ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul>
  5. 5. <ul><li>With the time and money constraints of our assignment we feel that the best sources of market research for the aids marketing campaign would be snowballing, recruiting volunteers and looking at secondary research. </li></ul>
  6. 6. Secondary Data <ul><li>Secondary research we feel would be beneficial because the information is already available. </li></ul><ul><li>Surveys and questionnaires have been taken by other organizations and we can use the information that they found. </li></ul><ul><ul><li>What peoples concerns are with donating money? </li></ul></ul><ul><ul><li>Is it that they don’t know where the money goes exactly and therefore feel it’s not traceable and they don’t feel as though they are helping? </li></ul></ul><ul><ul><li>Or they would rather choose precisely where the money goes, for example to pay for medicines, or doctors? </li></ul></ul><ul><ul><li>Do people feel like it is a scam? </li></ul></ul><ul><ul><li>Would they feel more comfortable with important spokespeople promoting our campaign? </li></ul></ul><ul><li>All of these questions need to be answered in order to make sure we are creating a campaign which reaches people in a way that they will be willing to donate or volunteer. </li></ul><ul><li>Since many of these questions have been answered using secondary research makes sense. </li></ul>
  7. 7. Strengths
  8. 8. Weaknesses
  9. 9. Volunteer Researchers <ul><li>We feel enlisting volunteer researchers would help the organization gain research cheaply and easily. </li></ul><ul><li>Using volunteers to help conduct telephone, mail or “convenience” interviews and tabulate questionnaires . </li></ul><ul><li>Using volunteers instead of hiring researchers saves money to the budget. </li></ul><ul><li>People are willing to volunteer because we are supporting a cause to help save lives. </li></ul><ul><ul><li>Would you be interested in a volunteer job that helps save lives? </li></ul></ul><ul><ul><li>Did you know that every helping hand helps? </li></ul></ul>
  10. 10. Strengths
  11. 11. Weaknesses
  12. 12. Snowball Sampling <ul><li>Cheap and easy way to receive information on future prospects. </li></ul><ul><li>Asking past users, donors or volunteers to provide contacts of others “like them.” Since they are like them they are likely to find a group that: </li></ul><ul><ul><li>Does not have a familiarity basis of the first group </li></ul></ul><ul><ul><li>Likely to cooperate in the study </li></ul></ul><ul><li>Helps find rare populations </li></ul>
  13. 13. Strengths
  14. 14. Weaknesses
  15. 15. Conclusion
  16. 16. Questions

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