Answer to Question #211662 in Marketing for Kgomotso

Question

Which qualitative technique to use in order to determine the expectations of consumers

Answer 1

Qualitative Technique

Managers need customer satisfaction as evidence has grown that their work has been linked to Internet tools that improve their performance with customer satisfaction. IT investment does not directly affect efficiency from a resource-based point of view. Some small variables are necessary for accounting, such as customer relations and satisfaction (Mannay & Morgan, 2015). Therefore, this means that investing in IT should strengthen customer relationships that can positively impact customers’ performance.

The following are the most used qualitative techniques for consumer expectations. Focus Groups: Most importantly, you begin to understand the shopper when you know little about shopping when you explore potential problems or expose a wide range of ideas. Eight to ten consumers and usually in a central location (Lawrence & Tar, 2013). Mini groups comprise four or five interviewees who discuss more thoroughly with each individual.

On-Line focus groups/Phenomenology: Normally, more personal topics or more in-depth studies are necessary on a particular phase of the journey. To encourage conflicting views, the consumers have led individually or in pairs (Mannay & Morgan, 2015). This method is best achieved when a consumer is very close to the event as possible.

Basic theory: This is a useful approach to understanding obstacles and optimizing solutions and experience. It gives a real insight into the shopping trip while investigators walk with the shopper, monitor the behavior, and ask questions during the journey.

Ethnography: Anthropologically-based ethnographic immersions show the differences between what customers say and what they do (Mannay & Morgan, 2015). It relies on passive observations and the acquisition and exploration of cultural and contextual nuances by specialists.

Mobile Ethnography: These are good ways of gaining information from consumers and working with mobile target groups. The app requires a telephone notification app and enables easy download of text, images, or videos. Consumers are asked to do a job "at the juncture" at any environment or stage (Lawrence & Tar, 2013). As you always have access to your mobile phones, quick and convenient.

 

 

 

 

 

 

 

 

 

 

 

 

References

Lawrence, J., & Tar, U. (2013). The use of grounded theory technique as a practical tool for

qualitative data collection and analysis. Electronic Journal of Business Research Methods, 11(1), 29. <span style="font-size:12.0pt;line-height:200%;font-family:&quot;Times New Roman&quot;,serif; background:white">http://faculty.yu.edu.jo/Audeh/My%20Gallery/papers%20and%20documents/qualitative%20paper8.pdf</span>

Mannay, D., & Morgan, M. (2015). Doing ethnography or applying a qualitative technique?

Reflections from the ‘waiting field’. Qualitative research, 15(2), 166-182. <span style="font-size:12.0pt;line-height:200%;font-family:&quot;Times New Roman&quot;,serif; background:white">https://journals.sagepub.com/doi/abs/10.1177/1468794113517391</span>