BUS 358 Lecture Notes - Lecture 7: Facial Expression, Text Mining, Thematic Apperception Test
14 Sep 2017
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Presents subj w/ ambiguous pic in which consumers and products are center of attention. Investigator asks the subj to tell what is happening in pics now and what might happen next: version of the tat using a cartoon drawing in which the respondent suggests a dialogue in which the character might engage. Indirect means of questioning that enables respondents to project beliefs and feelings onto a third party, inanimate obj, or task sit. Think that this methodology is right but sometimes waters things down. May not be useful for discussing sensitive topics in face-to-face situations. Cost a considerable amount of money: particularly when they are not conducted by someone employed by the company requesting the focus group. Politics really shows the disadvantages of focus groups. Fast, inexpensive, bring together many participants from wide-spread geographical areas. But also get people to express themselves more truly.
