Conjoint Analysis – Meaning, Usage and its Limitations
April 3, 2025
Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a form. Respondents would generally answer what was on the top of their minds or what they assumed the researcher wanted to hear. However, this did not always correspond to their actual purchase decisions. For example,…
Individual cases are taken and a detailed study of each case is done. Advantages of Case Study Accurate data is provided There is detailed analysis Disadvantages of Case Study It is difficult to generalize. It consumes lot of time. Confidential and sensitive information may not be given. Interviewer bias is there.
What is Big Data? If marketers had all the data about consumers that they can then use to predict consumer behavior, which would be the marketers dream come true. Until now, marketers had enough data about consumers that they then modeled to arrive at probable consumer behavior decisions. This data culled from marketing research was…
Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour of the audience.
Six to twelve individuals are selected and either one or two moderators (those who lead the discussions) are selected. If there are two moderators, they will adopt opposite positions. It is the moderator who introduces the topic.
Discussion is controlled through these moderators. The group is watched from adjacent rooms. There are various devices which are used to record these discussions.
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