33:630:385 Lecture Notes - Lecture 11: Focus Group
18 Apr 2016
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Document Summary
Typically yields more in-depth informaion from each respondent: survey: focus groups, individual interviews, observaional: personal observaion methods. Basic elements: each interview oten less than 30 minutes, data collected thru tape and or transcripion. Individual interview conducted to uncover: consumer needs and wants, opinions and aitudes toward exising product/markeing strategy. Advantages vs quesionnaire: answer depth- paricipant able to elaborate on responses given, flexibility interviewer can shit discussion based on comments provided by paricipant. Disadvantages vs quesionnaire: interviewer training required, cost in collecing and analyzing data. Interviewing techniques: laddering use a series of probing quesions to uncover needs/wants driving consumer"s opinion of product. Atribute of product -> funcional beneit of atr. > uility gained from beneit: projecive techniques: Indirect form of quesioning to reveal hidden opinions and feelings. Word associaion: sentence compleion: respondent inishes incomplete sentence, typically instructed to write irst word/phrase that comes to mind. Third person techniques: read something and describe the 3rd person.
