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Marketing Research and Segmentation

Author: Classroom Video (Firm); Films for the Humanities & Sciences (Firm); Films Media Group.
Publisher: New York, N.Y. : Films Media Group, [2010], ©2009.
Series: What customers want.
Edition/Format:   eVideo : Clipart/images/graphics : EnglishView all editions and formats
Summary:
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.  Read more...
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Genre/Form: Videorecording
Educational films
Internet videos
Additional Physical Format: Originally produced:
Classroom Video (Firm), 2010
Material Type: Clipart/images/graphics, Internet resource, Videorecording
Document Type: Internet Resource, Computer File, Visual material
All Authors / Contributors: Classroom Video (Firm); Films for the Humanities & Sciences (Firm); Films Media Group.
OCLC Number: 827513097
Notes: Films on Demand is distributed by Films Media Group for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.
Encoded with permission for digital streaming by Films Media Group on Aug. 03, 2010.
Title from distributor's description.
Target Audience: 11 & up.
Description: 1 streaming video file (20 min.) : sound, color, digital file.
Contents: Market Research (6:01) --
Marketing: Field Research (2:24) --
Marketing: Desk Research (3:58) --
Marketing: Market Segmentation (3:01) --
Marketing: Alternate Methods of Segmentation (2:47).
Series Title: What customers want.
Responsibility: Classroom Video (Firm).

Abstract:

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.

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