Need to weight for this. On site computer interviewing, respondents complete self administered questionnaires conducted in shopping malls. Questions can be adaptive depending on the responses. Focus groups-observe group interaction when members are exposed to an idea or concept, informal, less structured. Consumer attitudes, behaviors, lifestyles, needs and desires can be explored in a flexible and creative manner.
Questions are open ended.
Cadillac used this method to determine that they should be promoting safety features. Return to Contents List Questionnaire Construction Designed to elicit information that meets the studies requirements. Need to define objectives before designing the questionnaire. Must maintain impartiality and be very careful with personal data. Time frame must be stipulated so that it does not drag on.