TW

9/16 Notes

  1. Differentiate between dual vs. dueling focus groups

    1. - **Dual Focus Groups**: Involves two separate groups discussing the same topic, often allowing researchers to compare and contrast their insights or perspectives. The groups typically do not interact directly with each other, but their findings are evaluated in conjunction. - **Dueling Focus Groups**: Features two groups that are brought together, often to take opposing sides on a particular issue or product. This format aims to stimulate debate and uncover strong arguments, counterarguments, and underlying motivations by observing the direct interaction and conflict between differing viewpoints.

  2. If the researcher wants to go into a store and act as a shopper to investigate customer service efficiency, what type of observation is it?

    1. - This is known as **mystery shopping** or **disguised participant observation**. The researcher assumes the role of a regular customer to observe and evaluate service quality, employee behavior, and overall customer experience without the store staff being aware they are being assessed. This allows for an unbiased observation of natural behavior.

  3. Differentiate between interview vs. survey

    1. - **Interview**: A qualitative data collection method typically involving a direct, in-depth conversation between a researcher and a respondent. Interviews are often flexible, allowing for probing questions and the collection of rich, detailed, and nuanced information about experiences, opinions, and motivations. They can be structured, semi-structured, or unstructured. - **Survey**: A quantitative data collection method that involves administering a standardized set of questions to a larger sample of respondents, often through questionnaires (online, paper, or phone). Surveys are designed to collect measurable data efficiently, often using closed-ended questions, to identify patterns, trends, and statistical relationships across a population.