MKTG 3258 Lecture Notes - Lecture 6: Group Dynamics, Focus Group, Hierarchical Organization
8 Feb 2020
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Document Summary
Customer visits and interviews: sell, tell, fix, listen and learn. The portfolio: types of portfolios, outbound visit the customer. Inbound customer visits you: neutral site, programmatic visits for research purposes. Benefits of the customer visit: face-to-face communication gives complexity, novelty, and reduces ambiguity, thought worlds lab world vs. task world, first-hand information vivid and credible, observation supplements conversation (see into the customer"s world) Interviewer becomes more sensitive to non-verbal cues: group pressure is eliminated when 1 on 1, often geared towards getting underlying information, respondent can be more forthright since focus is on them, more personalized attention given. Lacks the advantage of group dynamics: more costly than a focus group, small samples, unknown projectability of results, not always confirmatory, seldom proves anything. Procedure for customer visits: set objectives, select a sample of customers, prepare visit teams, develop discussion guide, conduct interviews, analyze and report data.
