Page 194 - Marketing the Basics 2nd

186 Marketing: the Basics
music started as a form of expressing the miseries of the black experience in America. Discrimination, lack of economic opportu- nities and violence are frequent themes in the music. Ironically, its commercial popularity today is due to droves of suburban white children who don’t experience such a reality on a daily basis. Yet, many relate to the urban lifestyle, which includes baggy clothing, shiny jewellery and a colourful vocabulary.
Finally, personality influences choice. Personality is usually described in terms of traits. Some traits include sociability, shyness, frugality, daring, sincerity and self-confidence. By identifying a target market’s personality traits, marketers can craft an appealing marketing mix. For example, daring individuals are likely to respond positively to an extreme vacation package.
RESEARCH METHODOLOGIES
Given the importance that market research plays in decision making, what types of data and what means are used to collect data play a crucial role in the success of a product. This chapter takes a closer look at the four types of market research methodologies – quantitative, qualitative, observational and experimental – and discusses some key techniques like focus groups and shopping centre surveys.
qUANTITATIVE METHODS
Four out of five dentists surveyed recommend Crest.
According to recent surveys of adult Australians, there is a strong trend away from alcoholic beverages and alcohol consumption in that country.
These are examples of the results of quantitative research. Quantitative methods are used to draw conclusions based on data collected from a group of customers chosen at random. Some common methods are surveys or questionnaires, you may well have run into market researchers at shopping centres asking passers-by to answer a set of questions. The aim of every quantitative study is to build a model that can predict the future with a high degree of accuracy. To