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choice
modellin
g,
maximu
m
differenc
e
preferen
cescalin
g, and
covarian
ce
analysis.
Based
on obser
vations:
Ethnogr
aphic
studies
-, by
nature
qualitati
ve,
theresea
rcher
observes
social
phenom
ena in
their
naturals
etting observat
ions can
occur
crosssectiona
lly
(observa
tions
made at
one
time)or
longitud
inally
(observa
tions
occur
over
several
timeperiods)
example
s
include
productuse
analysis
and
compute
rcookie
traces.
See also
Ethnogra
phy
and
Observat
ionaltech
niques.
Experim
ental
techniq
ues
-, by
nature
quantita
tive,
theresea
rcher
creates
a quasiartificial
environ
ment to
try tocon
trol
spurious
factors,t
hen
manipul
ates at
least
one of
the
variables
example
sinclude
purchas
e
laborator
ies and
test mar
kets
Ques
tionn
aires
1. What
are
the obje
ctives of
the
marketin
g
strategy
?
Arethey
clearly
stated?
Are they
consiste
nt with
theobjec
tives of
the
firm? Is
the entir
e
marketin
g
mixstruc
tured to
meet
these
objective
s?2.
What
marketin
g
concepts
are at
issue
in the
currents
trategy?
Is the
marketin
g
strategy
well
planned
and laid
out? Is
the
strategy
consiste
nt with
sound
marketin
gprincipl
es? If
the
strategy
takes
exceptio
n
to marke
tingprinc
iples, is
there a
good
reason
for it?3.
To what
target
market
is the
strategy
directed
? Is
itwell
defined?
Is the
market
large
enough
to be
profitabl
yserved?
Does the
market
have
long-run
potential
?4. What
competit
ive
advanta
ge does
the
marketin
gstrateg
y offer?
If none,
what
can be
done to
gain
acompet
itive
advanta
ge in
the mar
ketplace
?5. What
products
are
being
sold?
What is
the
width,de
pth, and
consiste
ncy of
the
firm's
product
lines?
Doesthe
firm
need
new
products
to fill out
its
product
line?
Should
any
product
be
deleted?
What is
the
profitabil
ityof the
various
products
?6. What
promotio
n mix is
being
used?
Is promo
tionconsi
stent
with the
products
and
product
images?
Whatcou
ld be
done
to impro
ve the
promotio
n mix?7.
What
channels
of
distributi
on are
being
used? D
o
theydeli
ver the
product
at the
right
time and
right
place
tomeet
consume
r needs?
Are the
channels
typical
of
thoseuse
d in the
industry
?
Could ch
annels
be made
moreeffi
cient?8.
What
pricing
strategie
s are
being
used? H
ow do
pricesco
mpare
with
similar
products
of other
firms?
How
areprice
s
determin
ed?9.
Are mar
keting
research
and infor
mation
systema
ticallyint
egrated
into the
marketin
g
strategy
? Is
the over
all
marketin
g
strategy
internall
y
consiste
nt