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Lesson 6 Presentation

The document discusses different methods for talking to customers, including interviews, focus groups, observation, and surveys. It provides details on how each method is conducted and its advantages and disadvantages. The main methods discussed are: - Interviews, which can be unstructured or structured and provide qualitative data through face-to-face questions. - Focus groups, which capture qualitative customer insights through group discussions led by a moderator. They provide combined insights but can involve peer pressure. - Observation, which documents real customer behaviors rather than reported behaviors. It is reliable but requires more time. - Surveys, which collect answers from a sample population through predetermined questions. They are simple to conduct but only provide answers to

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Marife Culaba
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148 views16 pages

Lesson 6 Presentation

The document discusses different methods for talking to customers, including interviews, focus groups, observation, and surveys. It provides details on how each method is conducted and its advantages and disadvantages. The main methods discussed are: - Interviews, which can be unstructured or structured and provide qualitative data through face-to-face questions. - Focus groups, which capture qualitative customer insights through group discussions led by a moderator. They provide combined insights but can involve peer pressure. - Observation, which documents real customer behaviors rather than reported behaviors. It is reliable but requires more time. - Surveys, which collect answers from a sample population through predetermined questions. They are simple to conduct but only provide answers to

Uploaded by

Marife Culaba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Talking to Your Costumers

At the end of the lesson, students


are expected to:
 Validatecustomer-related concerns through
the following:
a. Interview c. Observation
b. Focus Group Discussion d. Survey
HOW?
Qualitative Research Quantitative Research
 Includesidentifying  Involves analyzing
the written or the customers’
spoken opinions of preferences by
customers. using relevant
statistics (such as
those in surveys).
THE INTERVIEW
 IS ONE OF THE MOST  IT IS A FACE-TO-FACE
RELIABLE AND CREDIBLE CONTACT BETWEEN THE
WAYS OF GETTING RESEARCHER/ENTREPRENEU
RELEVANT INFORMATION R AND A RESPONDENT
WHERE THE RESEARCHER
FROM THE TARGET
ASKS PERTINENT
CUSTOMERS.
QUESTIONS THAT WILL GIVE
HIM SIGNIFICANT PIECES OF
INFORMATION ABOUT THE
PROBLEM THAT HE WILL
SOLVE.
Types of Interview
Unstructured Interview Structured Interview
 Is an informal type of  Employs a specific set of
interview and does not questions and produces
quantitative data.
follow a specific set of
questions.  Does not allow the
interviewer and the
 Produces qualitative respondent to omit or add
data questions, nor change the
sequence of the
questions.
THE FOCUS GROUP DISCUSSION

 IS COMMONLY USED BY  IT IS A PROCESS OF MINING


MARKET RESEARCHER TO CUSTOMER AND
CAPTURE QUALITATIVE NONCUSTOMER EXPERIENCE
RESULTS FROM TARGET AND INSIGHTS ABOUT A
SPECIFIC PRODUCT OR
CUSTOMERS.
SERVICE.
 IT IS LED BY A MODERATOR
WHO KEEPS THE
DISCUSSION SPONTANEOUS
AND ON THE RIGHT TRACK.
Advantages of FGD:
 The researcher can get combined insights
from the participants.
 The participants are more spontaneous and
enthusiastic because of the interaction with
co-participants, thereby sharing more
insights to the researcher.
 It can be observed by various spectators.
Disadvantages of FGD:
 It obtains only qualitative data.
 Examination of the focus group session is
difficult and requires more time.
 There are potentially biased answers from
the participants because they will encounter
peer pressure.
THE OBSERVATION
 IS ONE OF THE PREFERRED  IT IS RELIABLE BECAUSE IT
AND PRACTICAL METHODS OF
GENERATING IDEAS BECAUSE ALLOWS THE RESEARCHER
THE RESEARCHER TO SEE THE REAL AND
DOCUMENTS THE
BEHAVIORAL PATTERNS OF ACTUAL BEHAVIOR OF
PEOPLE OR OF OBJECTS OR CUSTOMERS RATHER
EVENTS WITHOUT
NECESSARILY REQUIRING THAN HEARING WHAT
THEM TO PARTICIPATE IN THE THEY NEED TO SAY.
RESEARCH PROCESS.
Observation can be performed by either:

Human Observation Machine Observation


 Records information as  Employs an equipment
it occurs or as it (e.g. video camera or
computer) to record the
happens using his or
information needed.
her five senses.
THE SURVEY
 IT IS THE PROCESS OF  IT IS A VERY SIMPLE AND
GETTING ANSWERS PRACTICAL TO RUN
FROM A SAMPLE OF BECAUSE IT REQUIRES
RESPONDENTS DERIVED PREPARATION OF
FROM A PARTICULAR PREDETERMINED
QUESTIONS ANSWERABLE
POPULATION.
BY DEFINITE RESPONSES
USING EQUITABLE SCALES.
 Some of the traditional ways to conduct a
survey are via telephone, & face-to-face
interaction.
 The emerging and more efficient way of
conducting a survey is through the Internet-
through emails, web sites, or social media sites.
 Also,it will not require the researcher to travel
physically or spend on telephone calls or mails.
Activity
 The class will be divided into four groups:
Group 1 will perform the Interview
Group 2 will perform the Focus Group Discussion
Group 3 for the Observation
Group 4 will perform for the Survey
Food Cart Business of Vicky:
 Vicky Velasquez just retired from her job as a
banker for 35 years. She is thinking of ways on how
to preserve the retirement benefits she received
from the bank. One day, she notices that while
commuting, a lot of passengers are stopping by to
eat or drink in convenience stores or in food carts.
They are buying pasalubong for their loved ones,
be it in the form of donuts, ensaymada, siomai,
waffles, or siopao. She is interested to put a food
cart business in that terminal, but she is unsure
what particular product or combination of
products will be liked sustainably by the
passengers.
QUESTIONS?
Assignment

What method do you think will be


the most practical and effective to
use and why?

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