Chapter 2 - Field Research, Focus group, Observation

Question 1

Field Research

Answer 1

1) Focus Groups 

2) Surveys 
   
a) Questionnaire Design 
   
b) Survey Techniques (Telephone, mail, personal)

3) Observation 

4) Experimentation 
   
a) Test market 
   
b) Stimulated supermarket 
   
c) mini test market

Question 2

Questionnaire Design

Answer 2

• most common quantitive method, questions want ask different ones ask

  1) Clear questions from responders view (don’t understand)

  2) Avoid leading questions (encourage someone give response thrased, Non-Neutral language)

  3) Avoid loaded questions (requires respond make + or -)

  4) Allow full range of responses (degree yes/no, all tick boxes)

  5) Allow room to respond (opened ended)

  6) avoid strings of questions (1Q but dirty, late, old)
  
7) Careful with personal/ sensitive matters (stop/lie)
  
8) Avoid old, obscure facts (try remember but not truth)

Question 3

Survey techniques

Answer 3

1) Telephone
2) Mail
3) Personal

- Cost, speed, response rate, interviewer effect, can explain question - rephrase told, hard to reach samples, visual aids, number of questions

Question 4

1) Telephone survey

Answer 4

• random computer diallers, database phone numbers 
Advantages 

• cheap, fast, good response rate, rephrased/explained, controllable: interviewers can be monitored recorded, gets hard to reach samples 

  Disadvantages

• bias (landline telephone owners not mobile), need to be short, no props/visual aids 


Question 5

2) Mail survey

Answer 5

• random/database, mail ‘door drop’ magazine respondent returns 

  Advantages

• cheapest although bribe but no interviewer, long not then and there, props/visual aids, hard to reach samples, interviewer bias 

  Disadvantages
  
- slow, low response ‘bribes’ improve, Non response bias: low response towards people with time/inclination to fill in questionnaires, clear as cannot be rephrased

Question 6

3) Personal Survey

Answer 6

• face-to-face, door-to-door (list-broker database), street interview ‘mall intercept’, appointment, random/database

  Advantages
  
- high response hardest say no, long, props/visual aid, explained/rephrased 

  Disadvantages 

• expensive interviewer payment, bias easy reach samples:urban/busy areas, SE England, low control/interviewer effects - gathering data in exactly same way:sampling bias (approach similar/nice), fraudulent response (answer themselves - 10 interviews 1 stand out)

Question 7

Focus Group

Answer 7

• pre-screening give homogeneous everyone same, group profile 18-24 ABC1 males, usually video one way mirror, 1-12 hours
• what is said
• not said - non-verbal communication ‘body language’
  1) Devils advocate (not necessarily agree with)
  2) Hypotheticals ( start discussion)
  3) Projection: talking through others
  4) Bubble drawings (drinkers think)
  5) Brand personality (imagine as person)
  6) Acting and role play