Podcast
Questions and Answers
An interview is a communication method that does not involve face-to-face interaction.
An interview is a communication method that does not involve face-to-face interaction.
False (B)
Interviewers only record gathered information using video recorders.
Interviewers only record gathered information using video recorders.
False (B)
A customer interview is primarily used to assess job candidate qualifications.
A customer interview is primarily used to assess job candidate qualifications.
False (B)
A job interview serves as a formal discussion to evaluate qualifications for employment.
A job interview serves as a formal discussion to evaluate qualifications for employment.
It is important to hide your objectives from the interviewee.
It is important to hide your objectives from the interviewee.
It is crucial to hide your notebook and pen to not make the interviewee nervous.
It is crucial to hide your notebook and pen to not make the interviewee nervous.
Interviews should begin with closed-ended questions to quickly gather specific facts.
Interviews should begin with closed-ended questions to quickly gather specific facts.
The interview technique is equally suited for all types of market research.
The interview technique is equally suited for all types of market research.
Observation technique involves actively engaging and interacting with customers.
Observation technique involves actively engaging and interacting with customers.
Sensitive subject matter is well-suited for observation techniques.
Sensitive subject matter is well-suited for observation techniques.
Behaviors that are observed must be repetitive to provide sufficient data.
Behaviors that are observed must be repetitive to provide sufficient data.
Long-duration behaviors of interest are ideal for observation techniques.
Long-duration behaviors of interest are ideal for observation techniques.
Observing someone's morning routine in a bathroom is an appropriate use of the observation technique.
Observing someone's morning routine in a bathroom is an appropriate use of the observation technique.
In situations like observing vote-buying, surveys are more effective than observation.
In situations like observing vote-buying, surveys are more effective than observation.
Manufacturers can use observation to study customers' buying habits at supermarkets.
Manufacturers can use observation to study customers' buying habits at supermarkets.
A restaurant can use observation techniques to see if customers review the menu before ordering.
A restaurant can use observation techniques to see if customers review the menu before ordering.
Observation always provides insight into why customers behave a certain way.
Observation always provides insight into why customers behave a certain way.
The observation technique is limited to studying past experiences and long-term trends.
The observation technique is limited to studying past experiences and long-term trends.
Observation is always considered ethical, regardless of whether respondents agree to be observed.
Observation is always considered ethical, regardless of whether respondents agree to be observed.
Interviews involve assessing customer concerns by watching them interact with the business.
Interviews involve assessing customer concerns by watching them interact with the business.
The observation technique is the best way to find out a businesses quarterly earnings.
The observation technique is the best way to find out a businesses quarterly earnings.
The primary goal of a job interview is to gather marketing data based on a person's shopping habits.
The primary goal of a job interview is to gather marketing data based on a person's shopping habits.
Job interviews are designed to gather information from customers and gather ideas for products or services.
Job interviews are designed to gather information from customers and gather ideas for products or services.
Open-ended questions typically yield a simple “yes” or “no” answer.
Open-ended questions typically yield a simple “yes” or “no” answer.
Open-ended questions typically close the opportunity for conversation.
Open-ended questions typically close the opportunity for conversation.
Pick the location to interview based on the interviewer's personal preferences.
Pick the location to interview based on the interviewer's personal preferences.
If the observation will take many hours, the data is more reliable.
If the observation will take many hours, the data is more reliable.
Observing the phenomena once will lead to a conclusion that could not be reflective of the population.
Observing the phenomena once will lead to a conclusion that could not be reflective of the population.
An advantage of the observation technique is that it always allows the researcher to directly ask customers about their feelings.
An advantage of the observation technique is that it always allows the researcher to directly ask customers about their feelings.
The researcher can only focus on events that happened in the past during customer observation
The researcher can only focus on events that happened in the past during customer observation
The researcher will often learn why the customers selected their behaviour during observation.
The researcher will often learn why the customers selected their behaviour during observation.
Determine the objectives after you have started the interview.
Determine the objectives after you have started the interview.
It is not important to open with a standard rapport or small talk during an interview.
It is not important to open with a standard rapport or small talk during an interview.
Vote-buying is more apparent in surveys than it is when using observation techniques.
Vote-buying is more apparent in surveys than it is when using observation techniques.
Flashcards
What is an interview?
What is an interview?
Face-to-face communication between two people where questions are asked and answered.
What is a customer interview?
What is a customer interview?
Communication with customers to gather ideas for products, services, and customer experience.
What is a job interview?
What is a job interview?
A formal discussion assessing qualifications for a specific job.
Key interview considerations?
Key interview considerations?
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Question types in interviews?
Question types in interviews?
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What is observation technique?
What is observation technique?
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Observation technique factors?
Observation technique factors?
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Advantages of observation?
Advantages of observation?
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Disadvantages of observation?
Disadvantages of observation?
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Which questions to start with?
Which questions to start with?
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Study Notes
- Methodologies for Validating Customers' Concerns involves using Interview and Observational techniques.
- Entrepreneurs need to know about their customers' needs.
- Customer-related concerns can be validated through interview and observation techniques.
Interview Technique
- An interview is a face-to-face interaction where questions are posed and answers are provided.
- Interviewers can record information by writing or using video and audio recorders.
Kinds of Interviews
- A Customer Interview is communication designed to gather information from customers.
- The information gathered can provide ideas for products/services and inform customer experience.
- A Job Interview is a formal discussion used to assess a candidate's qualifications for a job.
Considerations for Conducting Interviews
- Determine the objectives
- Outline areas to cover
- Pick the location
- Observe etiquette standards
- Start with rapport or small talk
- Distinguish between open and closed-ended questions
- Use notation to record impressions.
- Conceal notepad and pen
- Be tactful when discussing sensitive issues
- Contradict with caution
- Interviews should start with open-ended questions, then move to closed-ended questions to confirm understanding and explore topics in depth.
Observation Technique
- Observation is gathering data about customers in their natural environment without interaction.
Considerations for Conducting Observation Techniques
- Information must be observable.
- Subject matter may contain sensitivity.
- Behavior of interest must be repetitive.
- Behavior of interest must be short in duration
Examples of Observation Techniques
- Observation is inappropriate for a company wanting to know what a person does first thing in the bathroom, due to privacy.
- Observation is effective during Philippine elections to observe what happens outside voting precincts because of vote-buying which is not always reported in surveys.
- Observation allows canned goods manufacturers know the buying habits of their customers because shoppers visit the canned goods section of supermarkets frequently.
- Observation allows fast-food restaurants to know if customers look at the menu board before ordering because the process takes only a few minutes.
Advantages of Observation Techniques
- Allows researchers to see customer actions, rather than relying on statements.
- Allows researchers to observe customers in their natural environment.
- Allows researchers to better acquire information quickly.
Disadvantages of Observation Techniques
- Researchers are unable to ascertain the reasons behind the customer's behavior.
- Researchers can only focus on current events.
- Observation techniques may be unethical as respondents may not want to be watched.
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