In: Operations Management
Q:Discuss and evaluate the effectiveness of using focus groups and observation techniques as methods of collecting primary data about current customer buying behaviour.
The effectiveness of using focus groups as method of collecting primary data are that it gathers detailed response from the customers that helps in sound decision making. It collects information from customers in a structured way about ideas, products, services and concepts that an organisation is planning to launch or implement. Focus groups help in in-depth analysis of a problem or issue as the group discusses the topic or issue openly helping in collection of primary data.
Observation techniques are effective ways for collecting primary data about current customers buying behaviour as it is free from any bias of the individuals involved in research. The observer can collect such data anytime or in controlled laboratory settings. Observation is a method of collecting primary data that is natural and can be used for observing consumer behaviour or market trends. It is a faster way of doing primary research and inexpensive compared to other methods.