營銷調(diào)研qualitativetechniquesinmarketingresearch(編輯修改稿)
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【文章內(nèi)容簡介】 up: Advantages and Disadvantages ? Major Advantages: – Synergism, Snowballing, Stimulation, Security, Spontaneity, Speed and Cost savings. ? Major Disadvantages: – Lack of representativeness, Misuse, Misjudge, Moderation problem, and Difficulty of analysis Seven advantages of Focus Group I 1. Syne rgis m . Whe n a g roup of people w ith sim ilar inter e stsdisc uss an issu e togethe r, the y a re likely to produce a richerinsight, wide r r ang e of inform atio n, and inno va tive ideas thanwill individual res ponses obta ined pr iva tely.2. Snowba lling . In a g roup disc uss ion, o ne pe rs on’s ment oftentrigger s a chain re action from the othe r participants andgener ates m ore views.3. Stim ulatio n . O nce the foc us group disc us sion is unde rw ay ,gener al level of excite ment over the topic increases, and a largenum ber of respondents w ant to express thei r ide as and expo setheir fee lings.Seven advantages of Focus Group 4. Security . Beca use o f h omo geneity o f co mpositi on , fo cus g rouppa rticipa nts h av e simila r feeling s. Th is enab les them to feelfo rtab le a nd uni nhi bited to ex press th ei r idea s/feel ing s.5. Sp on ta neity . In fo cus gro ups pa rticipa nts a re no t required toan swer sp ecific qu estions. Th ei r res po ns es can be spo nta neou san d unco nv entio na l reflecting a n accurat e idea o f th eir vi ews6. Sp eed . Bec au se peop le di sc uss is sues sim ulta neou sly, d at acollectio n an d an al ysis in fo cus g roup proceed relati vely q uickly .7. Inexp ensive . Co n sidering th e ri chnes s o f o utp ut, it is arelativ ely inex pensiv e method o f d at a collectio n.Five Disadvantages of Focus Group 1. Lac k o f re p rese ntativ eness. F o
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