MKTG 320 Lecture Notes - Lecture 11: Focus Group
Document Summary
What are your resources: if you don"t have budget cant do personal interviews/ how much time do you have to conduct/ human resources, who can you use. Who is your target population ( sample frame/sources) Use personal/ intercept/ online etc questionnaire: answer the questionnaires surveys: is the process you use with questionnaires questionnaire is what is written, survey is the process of going out and gathering the info. Question format laddering: start with easy questions then get harder/ more indept. Open ended (probing): best part is that it is not limited to checking box can intend have lots of rich info. Downside: people can take it in direction you didn"t people you don"t want in your study. Screener question: see where people stand on something, or screen out closed-ended. Look out for clarity : make questions clear, heavy or light drinker, could mean do you drink a lot or do you drink light beer.
