Visualizing

Consumption
Business Research Methods

Presented by:
• Aman Malaiya.
• Danish Khan.
• Preksha Dixit.
• Sruti Kumbhajadala.
CONTENT
• Background of the case.
• Findings.
• Question for discussions.
• Ethical Issues.
• Other Issues.
• Focus Group vs Interview.
Background of the Case

• Benita wanted to understand about film consumption as she is interested

in a career in the film industry.
• She was interested in non-theatrical consumption such as watching films
at home.
• She was also fascinated by another study that revealed women appear to
have broader taste in film than men.

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 How the Research is Performed

• Benita recruited participants from her university.

• She asked her participants to take photos of their film
viewing contexts, this would most likely include their
homes and the images of their friends and families.
• Focus group method.
• She recruited 7 female participants to attend an initial
focus group.

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She could not manage to get all seven
participants to attend the discussion.

Parts of her audio recording were inaudible, with

participants speaking or laughing over each other.

Over the course of two hours, the focus group

discussion often moved away from the research Findings
topic.

The focus group technique did not allow her to

match the photographs to the discussion and
contextualize what participants were saying.
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 6

Questions for
Discussions
Should Benita be concerned
about missing some of the
dialogue in her transcript?

YES
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 Concerns about missing Data

Leading to Complicate
Can cause
invalid the analysis
bias
conclusions of the study

Incorrect
assumptions
 If Benita wants to use
participant’s
photographs in her
Participants are free to opt in or out of the
Voluntary participation study at any point in time. research project,
what ethical issues does
Informed consent
Participants know the purpose, benefits,
risks, and funding behind the study before this raise and how
they agree or decline to join.
should this be handled?
Physical, social, psychological and all other
Potential for harm types of harm are kept to an absolute
minimum.
 Other than ethical issues, what other considerations
should be given to including the participant’s
images in reporting on this study?

Participants were deviating from research topics.

She did not set standard of behavior or skill that was expected in
the research.

Unrealistic goal made her realize that she won’t achieve them ,if
she did not produce creative strategies.
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Focus
Group Vs
Interview

11
Thank You

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