SEM I 2.06A Vocabulary

Research technique in which information is gathered from people through the use of surveys or questionnaires.

• Personal Interviews

• Survey Method

• Observation Method

• Internet Survey

Involves questioning people face-to-face. Often conducted in central locations.

• Personal Interviews

• Mail Interview

• Telephone Interview

• Internet Interview

Involves eight to twelve people who are brought together to evaluate a product, design, or strategy under the direction of a skilled moderator

• Telephone Interview

• Focus Group Interview

• Observation Method Interviews

• Internet Survey

Quick, efficient, and relatively inexpensive. Disadvantage: some people are unwilling to participate

• Survey Method

• Personal Interview

• Telephone Interview

• Internet Survey

– Relatively inexpensive way to reach a large audience. Respondents are generally honest and find this type of survey less intrusive.

• Mail Survey

• Internet Survey

• Telephone Survey

• Observation Survey

Includes wide-open polls, anybody-can-answer polls, invitation-only surveys, password protected research sites, and Internet – based panels.

• Observation Method

• Experimental Method

• Internet Survey

• Focus Group Interview

A research technique in which the actions of people are watched and recorded either by cameras or observers.

• Internet Survey

• Mail Survey

• Personal Interview

• Observation Method

A researcher who poses as a customer

• Experimental Shopper

• Identified Shopper

• Mystery Shopper

• Focus Group Shopper

A research technique that combines natural observation with personal interviews to get people to explain buying behavior.

• Point-of-Sale Research

• Experimental Method Research

• Focus Group Research

• Personal Interview Research