Management and Organizational Studies 3420F/G Chapter Notes - Chapter 4: Group Dynamics, Focus Group, Nordstrom

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Findings not subject to quantification: examine attitudes, feelings, motivations. Popular because: often less expensive than quantitative, better understand motivations. Improved efficiency for future quantitative research: designing measures, surveys, studies, blend of research- qual and quant to improve decision-making. Limitations: cant distinguish small differenes needed for marketing mixes, not representative of popln bc so small. Bad to make decisions based on this bc usually represent small grp of ppl. Can raise issues that quant can misss. Primary data collection: focus groups: 8-12 ppl led by a moderator, group dynamics: interaction amongst grp is key to success, usually uused by cpg"s not industry good orgs bc homemakers are easier to assemble, observation. Individual depth interviews: hermeneutics, delphi method, projective tests, word association, analogies, personification, completion tests, cartoon tests, photo sorts, consumer drawings, storytelling, third-person. Rather than bringing customers to you, go to them. Has to have good observation skills and be able to steer objectives.