Focus groups and surveys

Question 1

Define experiment

Answer 1

An experiment is where a company manipulates one or more independent or cause variable

Question 2

After manipulating variables…

Answer 2

Collects data on independent or effect variable while controlling other variables that may influence the dependent variable

Question 3

why do they do this

Answer 3

to test hypothesis

Question 4

Focus group purpose

Answer 4

Generate ideas
Consumer behaviour
Market potential
need plus wants

Question 5

Characteristics

Answer 5

homogenous characteristics
6-12 consumers
no professionals

Question 6

Preparation

Answer 6

Understand decision problem

Prepare questions and organise logically

Question 7

Discussion

Answer 7

Welcome 
Explain purpose of discussion 
Introduce questions 
Stimulate 
Keep focused

Question 8

Report

Answer 8

Give answers to questions

Quote participants to support findings

Question 9

Survey

Answer 9

Uses verbal/written questions
Fixed
Respondents are reps of population sample
Descriptive questions

Question 10

Pros of surveys

Answer 10

Questionnaires are easy to administer
Coding and interpretation of data is simple
Standardisation reduces variability in answers

Question 11

Types of surveys

Answer 11

Phone survey
Mail survey
Online survey