ADM 2320 Chapter Notes - Chapter 4: Camcorder, Mystery Shopping, Factor Analysis
Document Summary
Survey research (not always good: sampling procedures: random, stratified, block, and convenient, the only reason for taking a sample is to make valid inferences about some population (representative ness, generalizability/external validity (non response bias and sampling errors ), internal validity (aka measurement error ) interaction effect and causality. Focus groups: can explore topics in depth, interaction can stimulate new ideas, quick to organize and execute, provides clues to group"s shared concerns, opportunity to observe customers or prospects (from behind one way mirror), tests your preconceived assumptions, typically taped and summarized, example: business traveler: hotel choice. The topic requires a lot of credibility: consumer: tremor panel (introduce products through these panels, they conduct ongoing marketing research with these panels) greater opportunity for feedback, able to probe in more depth with the individual, people may be more willing to share more in an individual versus group setting, greater flexibility in content covered, duration can be longer, high participation rates, use visual aids.
