Week 05 - Mini Task 3 - Tommy Mach 25122460 MKF 2121 MINI TASK 3 Using Case 1.1 HP(pg 632 and also posted on moodle under week 1 tutorial answer the

Week 05 - Mini Task 3 - Tommy Mach 25122460 MKF 2121 MINI...

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MKF 2121 MINI TASK 3 Using Case 1.1 HP (pg. 632, and also posted on moodle under week 1 tutorial) answer the following questions Part A. 1. In gaining an understanding of consumer decision making process for personal computer purchases, would focus group or depth interviews be more useful? For HP to gain a greater understanding of their consumer’s decision making process for personal computer purchases, they should adopt the focus group approach. Focus groups would be more suitable because the interviewer/moderator is able to take notes and compare each of the individual’s inputs and opinions on the topic. Allowing consumers to discuss complex issues and bouncing their thoughts upon each other is extremely useful for the company. Another benefit from this technique is that it allows consumers to share their opinions naturally and without bias. Focus groups is a very popular from of qualitative research that are adopted by many marketers due to it being inexpensive and efficient. 2. Can projective techniques be useful to HP as it seeks to increase penetration of U.S. households? Which project technique(s) would you recommend? Projective techniques are indirect techniques that encourages respondents to project their underlying motivations, beliefs and attitudes regarding to the issue of concern.
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  • Two '16
  • Decision Making, Qualitative Research, Personal computer, Grammatical person

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