消費(fèi)者行為02consumerresearch(編輯修改稿)
2025-03-13 14:31 本頁面
【文章內(nèi)容簡介】 vational Research Figure 22 2 14 Surveys Data Collection Methods Personal Interview Mail Telephone Online 2 15 MAIL TELEPHONE PERSONAL INTERVIEW ONLINE Cost Low Moderate High Low Speed Slow Immediate Slow Fast Response rate Low Moderate High Selfselection Geographic flexibility Excellent Good Difficult Excellent Interviewer bias N/A Moderate Problematic N/A Interviewer supervision N/A Easy Difficult N/A Quality of response Limited Limited Excellent Excellent Table Comparative Advantages 2 16 Data Collection Methods Experimentation ? Can be used to test the relative sales appeal of many types of variables ? An experiment is usually controlled with only some variables manipulated at a time while the others are constant ? Can be conducted in laboratories or in the field 2 17 Qualitative Collection Method Depth Interview ? Usually 30 minutes to 1 hour ? Nonstructured ? Interpreted by trained researcher ? Listen to words as well as “body language” 2 18 Qualitative Collection Method Focus Group ? 810 participants ? Lasts about 2 hours ? Always taped or videotaped to assist analysis ? Often held in front of twoway mirrors 2 19 Figure Focus Group Discussion Guide 1. Why did you decide to use your current cellular pany? 2. How long have you used your current cellular pany? 3. Have you ever switched services? When?
研究報(bào)告相關(guān)推薦
鄂ICP備17016276號-1