BUAD301 Lecture Notes - Lecture 7: Focus Group, Mystery Shopping, Google Scholar
14 Oct 2018
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Primary data: research methods: observation research, interview, survey, qualitative research, panels, experiments, observation research: Personal observations: gathering data by observing relevant people, actions, and situations: mystery shopper. Eye tracking: brain scanning (fmri, researchers look for increased brainwaves in areas of the brain marketers want to stimulate, such as the amygdala, which performs in the processing of emotional reactions. This is often used to gather preliminary information that will often help nd out what the problem is or generate ideas. e. g. ) individual in-depth interview, focus group interview. Focus group interview: composing a group with highly di erent characteristics will decrease the quality of the data. To get a cross section of views from a diverse population using focus group method, it is necessary to conduct multiple sessions: questions ow from general to speci c. The results should not be a series of short burst responses. A focus group moderator need to balance between natural features of conversation and focused discussion.
