MARK 302 Chapter Notes - Chapter 4: Focus Group, Direct-Sequence Spread Spectrum, Marketing Mix
18 Oct 2016
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Qualitative research - findings are not subject to quantification or quantitative analysis. Interviewer with fewer special skills or no interview. Psychology, sociology, social psychology, consumer behavior, marketing, marketing research. No better way to understand in-depth motivations and feelings of consumers. Marketing successes and failures are often based on small differences in attitudes or opinions about marketing mix, and it doesn"t distinguish those small differences as effectively as large-scale quantitative research does. Sometimes does detect problems that escape notice in quantitative studies. Not necessarily representative of population of interest to researcher. Focus group - consists of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Goal is to learn and understand what people have to say and why. Group dynamics - interaction among people in group. Essential to success of focus group research.
