The two methods of marketing research in Chapter 4 and Chapter 5 of PBS FRONTLINE’s The Persuaders were a focus group (Chapter 4) and the use of Acxiom (Chapter 5). In the video, Dr. Clotaire Rapaille hosted a focus group to “decode” the word Luxury for the Luxury Marketing Counsel America, which includes corporations such as Boeing and Acura. The purpose of marketing research is finding an effective marketing campaign that would attract target consumers and have a competitive advantage; therefore, Marketers must find new ways to connect their merchandise with publicly experienced emotion (Martel, 2004).
Marketing research using focus group is comprised of primary data, which is “collected from individual research subjects using interviews”
Marketing research using focus group is comprised of primary data, which is “collected from individual research subjects using interviews”