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include

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