MKTG2113 Final: MKTG2113 Marketing Research End Exam Notes
Document Summary
Greater access to previously hard to reach target population: intangibles e. g. increased openness on the respondent"s behalf when the pressure to answer face to face with a moderator is not there or the pressure of face to face interaction or others" reactions, efficient moderator client interaction. Disadvantages: group dynamics lacking and unobservable, nonverbal inputs not always able to translate online, client involvement less direct level, exposure to external stimuli less so than traditional/live focus groups meaning that input received online more questionable, role and skill of the moderator less able to be translated/utilised online. Often 5 10 days with 15 20 participants who must comment t least tow or three times per day and spend 15 mins a day logged in to the discussion. They also enable companies to: (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) map the psyche of consumer segments.
