MKTG 3258 Lecture Notes - Lecture 18: Vivid Entertainment, Design Issues
Document Summary
It involves an interpretive approach to its subject matter and gives priority to what the data contribute to important research questions or existing information. Qualitative research methods: customer visits and interviews, focus groups, observation and ethnography, social listening and blog analysis. Customer visits/interviews: see customer visits and interviews notes. Focus group weaknesses: small group of non-random samples, dominant or shy participants, conformity and bandwagon effects may occur. Focus groups: get at lowest common denominator, time efficient. Customer visits: explore very technical areas, grasp details of specific customers, understand intact buying groups, observe usage environment, get maximum range and diversity of input. Focus groups are not survey research: details (and close-ended questions more generally) belong to surveys, systematic inter-group comparisons belong to surveys, thorough descriptions of individual viewpoints, judgments, actions, etc. belong to surveys (or customer visits/depth interviews) Focus groups are for: surprises, epiphanies, insights (qualitative) challenges, social communication, revealing tacit assumptions (group: emotions, visceral reactions, top-of-mind responses (qualitative/group)