Personal interviews
Personal interviews are similar to focus groups in the meaning that they refer to direct dialogues between the researcher and the audience -- in this case a single individual; the conversations are generally recorded for further analysis. The main advantage of this approach is that of an honest reaction to a product or a campaign promoted; the company could easily capitalize on its experience with the prospective customer and could significantly improve its offering. Nevertheless, there is the major disadvantage that personal interviews take time, consume resources, and are not applicable at a large scale as they are not statistically reliable (All Business, 2009). The main resources used by this methodology revolve around the answers gathered from the interviewed individuals.
Observation
The direct observation of current and prospective customers relies primarily on the analysis of their behavior when in contact with a given product, service or campaign, and not aware that they are being observed. When people know that they are being watched or that their answers are being recorded, they tend to change their behavior in order to seem richer, "cooler" and so on. However, they act naturally when they are not aware they are being observed. Given this status quo, the main advantage of observation is that of eliminating the subjectivity of the focus groups and personal interviews. The disadvantage relies in the reduced statistical applicability, combined with the fact that it implies tedious work.
Field trials
Finally, field trials would mean that XYZ Inc. placed a limited amount of its top-selling product within...
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