Video Exercise_ Research Design at LSPMA

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School

Maseno University *

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Course

303

Subject

Marketing

Date

Nov 24, 2024

Type

docx

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Uploaded by MajorAnteater852

Video Exercise: Research Design at LSPMA Lake-Snell-Perry-Mermin Associates (LSPMA) is a decision research firm that works on behalf of clients to determine what different segments of the population believe and feel about issues of interest to the clients. A third of LSPMA's work is for political candidates, another third is work for progressive issues organizations, and the remaining third is work for foundations and major institutions. LSPMA uses telephone polls, online polls, and in-person and online focus groups to collect data and to identify population (or audience) segments. Audience segmentation enables an LSPMA client to identify groups of people who are supportive of its issue(s) or cause(s), groups who can be converted to being supportive, and groups who will never be supportive. A client can then target its resources toward connecting with and persuading those segments that are likely to be the most receptive to the client's message. The research enables the dividing of the audience into segments; once segments are identified, they are tracked in future decision research. Although audience segmentation can be useful, it can make the population seem more divided than it actually is. V IDEO DISCUSSION QUESTIONS ● Why do political organizations need marketing research conducted by LSPMA? ● What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments? ● Why would a business rely on a marketing research firm that is heavily into political polling? [Your post must be substantive and demonstrate insight gained from the course material. Postings must be in the student's own words - do not provide quotes !] [Your initial post should be at least 450+ words and in APA format (including Times New Roman with font size 12 and double spaced). Post the actual body of your paper in the discussion thread then attach a Word version of the paper for APA review]

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