Order reliability and validity discussion

Order reliability and validity discussion
Describe the basic idea behind a focus group. Are focus groups an effective way of gathering data
about customer preferences and tastes?
12. Should focus group settings be formal and highly structured? Explain the rationale for your answer.
13. How can firms gain an overall understanding of the market segments they serve? Make your answer
as substantive as possible.
14. Why is it important that the facilitator of a focus group not bias the discussion in any manner? How
could the results of a focus group analysis be tainted if the facilitator biased the discussion?
15. Describe a situation in which the use of an Internet customer response might be appropriate.
16. Describe the difference between actively solicited customer feedback and passively solicited customer
feedback. Which type of feedback results in a lower rating of quality? Explain why.
17. Describe the difference between hard data and soft data. What are the unique advantages of each type
of data in terms of obtaining information about customer perceptions?
18. Are customer surveys better suited for accessing customer perceptions in services or manufacturing?
Explain your answer.
19. Explain the concepts of reliability and validity. Why is it important that survey instruments be both
reliable and valid?
20. Why is it important to have open-ended questions in survey instruments?
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