Author Question: What are the objectives of promotion? ... (Read 38 times)

jparksx · **on:** Aug 21, 2018

What are the objectives of promotion?

Question 2

List and discuss six methods frequently used to collect primary data

pikon · **Reply #1 on:** Aug 21, 2018

Answer to Question 1

The four general objectives of promotion are to:
Inform and educate consumers about the existence of a product or service and its capabilities (what the community program has to offer)
Remind present and former users of the product's continuing existence (e.g., prenatal nutrition counseling)
Persuade prospective purchasers that the product is worth buying (improved health status, other benefits)
Inform consumers about where and how to obtain and use the product (accessibility, location, and time)

Answer to Question 2

Six methods used most often to collect primary data are:
1 . Mail survey: tips to improve reliability: use homogeneous sample, keep length reasonable, pretest and rewrite as necessary.
2 . Telephone survey: can involve errors as in mail surveys. Helpful to ask: Is the true meaning of the question being reflected by the interviewer, or is it distorted? Is the wording of the question likely to elicit a biased response?
3 . Internet survey: gathers data from people who have e-mail accounts or visit a particular website; can obtain highly specific information about people who use the Internet.
4 . Personal interview: a recommended supplement to mail or telephone surveys; helpful in observing subtle feedback that would otherwise be unavailable.
5 . Consumer panel: often used to test new products using the same persons in several tests; a problem is that panel members do not always represent the buying population and may not always give honest answers.
6 . Focus group: frequently used to gather information from small, homogeneous groups; allows the researcher to see how people view a product, intervention, or other issue; serves as a communications bridge between the researcher and the people the researcher is trying to reach; not to be used to persuade, convince, or reach a consensus.