MK 370 Lecture Notes - Lecture 9: Long-Distance Calling, Computer File
22 Aug 2016
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Dual focus groups: two moderators work together on multiple different topics. Dueling focus groups: two moderators take different positions on one topic. Structured observation: plan ahead of what to observe in particular. Unstructured observation: no pre-determined list of what to observe. Laddering technique: given a brand, people talk about value and then attributes. Standardization same set of questions for every person surveyed. Ease of administration read questions and record answers easily. Ability to tap the unseen. get beneath the surface; questions of motives, events, or thoughts. Suitability to tabulation and statistical analysis quick tallies, cross-tabulations, etc. Sensitivity to subgroup differences comparisons in the search for differences. *four alternative data collection modes (know definition, pros/cons, examples) Survey (interviews with a large number of respondents using a predesigned questionnaire). Person-administered (interviewer reads questions, either face-to-face, or over the phone, to the respondent and records answers): similar to an interview, because it"s one-to-one.
