MKTG 3258 Lecture Notes - Lecture 18: Vivid Entertainment, Design Issues
8 Feb 2020
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Document Summary
It involves an interpretive approach to its subject matter and gives priority to what the data contribute to important research questions or existing information. Qualitative research methods: customer visits and interviews, focus groups, observation and ethnography, social listening and blog analysis. Customer visits/interviews: see customer visits and interviews notes. Focus group weaknesses: small group of non-random samples, dominant or shy participants, conformity and bandwagon effects may occur. Focus groups: get at lowest common denominator, time efficient. Customer visits: explore very technical areas, grasp details of specific customers, understand intact buying groups, observe usage environment, get maximum range and diversity of input. Focus groups are not survey research: details (and close-ended questions more generally) belong to surveys, systematic inter-group comparisons belong to surveys, thorough descriptions of individual viewpoints, judgments, actions, etc. belong to surveys (or customer visits/depth interviews) Focus groups are for: surprises, epiphanies, insights (qualitative) challenges, social communication, revealing tacit assumptions (group: emotions, visceral reactions, top-of-mind responses (qualitative/group)
