BU422 Chapter Notes - Chapter 6: Level Of Measurement, Focus Group, Internet Forum
Document Summary
Online focus groups to brainstorm and using those outcomes to come up with surveys. Observation techniques: people, objects, activities are systematically observed and documented, types of observation, direct vs. Indirect: direct: observing behaviour as it occurs. In situ: researcher observes the behaviour exactly as it happens in a natural environment. Invented: when the researcher creates a simulated environment to improve understanding of a phenomenon: appropriate conditions for the use of observation, observed behaviour must occur in a public setting, ex. Private worship and personal hygiene procedures are not public activities: event must occur during a relatively short time interval, ex. Inability to determine their motives, attitudes and intentions. Marketing research online communities: mroc: groups of people that are brought together online to interact, provide ideas and opinions and complete tasks, ex. Cf insider forum: still has moderators, works for populations that are online constantly because they can respond promptly.
