IGCSE Business Studies

Conference, March, 2010

http://www.youtube.com/watch?v=pcj7QT0Abk8

Groups of 10 or 11 Pick up a selection of products – chocolates,

sweets, fizzy drinks, fruit juice Which of these do you like? Which would

you buy? Would you be happy to pay 100 THB for chocolate X? Would you eat one of drink Z every day?

(Questions would have to relate to specific products – although you could simply try different types of sweets, chocolates fizzy drinks contrasted to healthier alternatives such as fruit smoothies etc.

Qualitative data on who likes, who buys, where etc

Observations on how they eat them. Do they nibble the chocolate before eating the wafer? This indicates that they like to play with their food before eating it. Gives valuable insights into consumer behaviours

Competitive advantage Reduces risks Reduced duplication Converting new ideas into added value to the

business Look at the effectiveness of Kit Kat ads… Aust

one with Panda… Chiang mai panda…

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TOTALS

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TOTAL

Do you purchase either of these products?

Would you purchase either of these products again?

http://www.youtube.com/watch?v=IRM2ho2qHrU

Anecdotal comments:

A method of primary research where a group of participants provide quantitative and qualitative information. It is typically organised and director by a moderator.

A tool to generate and answer research questions.

ProductServiceConceptAdvertisementIdea Packaging

Participants are often chosen based on their ability to provide specialised knowledge or insight into the issue under study.

Participants will answer specially constructed questions – their answers will be used to generate statistics, often like “78% of women think this product is effective” or “3 in 5 men would be happy to use this product every day”.

They are free to talk about/ discuss the product – this provides us with qualitative information.

Understand differences in perspectives Uncover influential factors Hear a range of ideas

improvements how to best market price range

Qualitative evidence for pre-existing statistics Capture qualitative evidence of comments and

language used by the target audience - e.g. teenagers would describe a computer game in a different way to adults.

Advantages Disadvantages

√ Time and cost efficient √ Practical and useable

information√ Can ask questions

directly√ More structured than ‘1

on 1’ interviews - no time wasting

√ Group interaction stimulates memories – can gain more

√ Applies a human face to statistics –through language, descriptions or thoughts.

Not a natural social sitting

Less time with each participant

The moderator can lead to the answers they desire – interviewer bias – unfair.

Group dynamics may lead to lack of individual opinions

More difficult to explain questions participants do not understand

Embed:

http://www.youtube.com/watch?v=0KbMQIv-4aE