Question

You have been recruited by the U.S. Department of Education to identify consumers’ true feelings toward online education.

1.Explain how you would use a word association test to reach your research objective.

2. Explain how Zaltman Metaphor Elicitation Technique would be used to learn the same things.

3.If you were to run a focus group study to answer the same problem, would you select an online or a traditional focus group? Justify your choice.

Answer 1

1) Online education is a new domain of learning that combines distance education with the practice of face-to-face instruction utilizing computer-mediated communication. The term online education can be associated with Internet education, virtual education, cyber-learning, and asynchronous learning. It can be associated with new technologies, the Internet, streaming video, net-meeting which can make higher education more accessible and affordable for many students.

2) Zaltman Metaphor Elicitation Technique is a research tool that uses visual and sensory images to help better understand the meaning of brands. It is employs qualitative methods to elicit the metaphors, constructs and mental models that drive customers thinking and behavior, as well as quantitative analyses to provide data for marketing mix decisions and segmentation strategies.

With the help of Zaltman Metaphor Elicitation Technique more visual things can be included in online education like graphs, images. Concepts can be explained in pictorial forms which is more easy and comfortable for student to understand.

3) Traditional focus group is a go to market research solution whereas online are a much better choice for any important market research projects. So, i will select onlined community over traditional focus group due to the following reasons -

Online communities allow consumer to participate from their computer or phone. They can share their opinion anytime, anywhere and with any device. In traditional focus group their feedback doesn't stop for 2 hours in the conference room. Not every study is focused on millennials, but when they are your target online is better. Traditional focus groups generally focus on 8-10 people from a single segment whereas in online commuities you can engage 50-150 people across 4-5 segments in a single study. More consumers can be engaged in single online community than focus group. Focus groups are very time intensive whereas online community eliminates all the travel and cost barriers.