List at least five 5. applications of depth interviews. Give a specific example of each
What will be an ideal response?
Depth interview applications include all of the following:
1. Detailed probing of the respondent (automobile purchase)
2. Discussion of confidential, sensitive, or embarrassing topics (personal finances, loose dentures)
3. Situations where strong social norms exist and the respondent may be easily swayed by group response (attitude of college students toward sports)
4. Detailed understanding of complicated behavior (department store shopping)
5. Interviews with professional people (industrial marketing research)
6. Interviews with competitors, who are unlikely to reveal the information in a group setting (travel agents' perceptions of airline package travel programs)
7. Situations where the product consumption experience is sensory in nature, affecting mood states and emotions (perfumes, bath soap)
Students should provide their own examples.
You might also like to view...
Which of the following is a general audit test?
A. Active testing procedures. B. Tests of controls. C. Preparation of corporate tax returns. D. Fee assessment procedures.
The elements of misrepresentation are ordinarily given as misrepresentation of a material fact justifiably relied on to the detriment of the person relying.
Answer the following statement true (T) or false (F)
Transactional selling is a strategically developed, high-quality, long-term relationship that focuses on solving the customer's buying problems
Indicate whether the statement is true or false
Which of the following are factors such as what is seen and heard within a firm?
a. Shared values b. Basic assumptions c. Artifacts d. Self-interests