Advantages of a dynamic group is often losing to a group larger than this - Less than this might be used if session is highly exploratory Pros Cons - Good for getting in-depth information - Enables complex issues to be discussed - One person’s experiences or feelings often stimulate others - Process highlights differences between consumers - Allows for spontaneity - Results cannot be quantified - Not representative - Difficulty getting attendees - Minority viewpoints may not be heard - Need for skilled and experienced moderator
Depth interviews - Rationale: aims at gaining insights; represent ideas, not people - Format: one-on-one (at place of business, consumption, etc.) - Duration: 30+ minutes - Tools: interview guide, schedule, tape interview - Appropriate when: Confidential or emotionally charged or embarrassing subject matter Strong, socially acceptable norms exist Need to be able to understand complex or detailed behavior Interviewing professional people When groups are hard to schedule Pros Cons - Can uncover deep insights about underlying motives - Result in a free exchange of information and there is no social pressure to conform - As a result of probing, it is possible to get at real issues when the topic is complex - Skilled interviewers are expensive and difficult to find - The data obtained are difficult to analyze and interpret - The length of the interview combined with high costs limits the number of depth interviews Focus groups v Depth interviews
Projective techniques - Definition: indirect techniques that encourages respondents to project their underlying motivations, beliefs, and attitudes regarding the issue of concern - Rationale: Certain issues are not amenable to direct questioning - projective techniques provide a mechanism for uncovering “subconscious” response, e.g., car purchase motivations - Format (common projective techniques) Association Techniques – word association Completion Techniques – sentence completion Construction Techniques – story Expressive techniques – third person technique - Tools: Visual props, scenarios, open-ended questionnaires Pros Cons - Mask the real purpose of the study - Good in addressing personal, sensitive issues - Capturing what is going on at subconscious level - Requires highly skilled interviewers - Skilled interpreters are also required to analyze the responses - Serious risk of interpretation bias - Tend to be expensive - Engaging in unusual behavior Quantitative (descriptive) Research Survey: information obtained by questioning respondents Observation: information obtained by observing behaviour or phenomena Survey research A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents - Used when research involves sampling a large number of people and asking them a series of questions - Can be conducted in person, telephone, through mail questionnaire, electronically - Range of the topic can be investigated using surveys and questions regarding behaviour,
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- Fall '17
- Erica Brady