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. A viewable/printable instructor’s guide is available online. A part of the series What Customers Want: Taking the Mystery Out of Marketing.

Films Media Group

Marketing research., Market segmentation, Questionnaires, Consumer behavior., Marketing

Gibson, Kerry (Host), Chan, George (Director), Gibson, Thomasina (Director), Jones, Lesley (Writer), Gibson, Thomasina (Producer), Films for the Humanities & Sciences (Firm) (Distributor), Classroom Video (Firm) (Producer)

00:19:39 (HH:MM:SS)

English

Higher education

Name	Films Media Group (Firm)
Role	Publisher
Telephone	800-257-5126
Address	200 Metro Blvd. Suite 124 Hamilton, NJ 08619
Email	[email protected]

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