Unit 7: Methodologies for Validating Customers' Concerns

Lesson 1
Interview and Observation
Technique

Entrepreneurship
Senior High School Applied - Academic
What should an
entrepreneur do to know
his or her customers’
needs?

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Learning
Objective Validate customer-related
concerns through an interview
At the end of the
lesson, you should be
and observation technique.
able to do the
following:

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1. In what fast-food restaurants do you and
your family mostly eat? List down at least
five fast-food restaurants.
2. What are your reasons and preferences in
patronizing these fast-food restaurants?
3. Did you experience dissatisfaction while
eating in these fast-food restaurants?
Discuss why you felt disappointed.
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 Interview
An interview is a face-
to-face
communication
between two persons
where questions are
asked and answers
are given.
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 Interview

The interviewer can have various ways of

recording the gathered information, like
writing with a pencil and paper or transcribing
with a video or audio recorder.

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How does an interview aid in
gathering information for the
business?

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 Kinds of Interviews

Customer Interview
It is communication with customers designed
to gather information.
These gathered pieces of information are ideas
for products or services and customer
experience.
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 Kinds of Interviews

Job Interview
It is a formal discussion for the purpose of
assessing the qualifications of an interviewee
for a specific job position.
This interview is a useful tool for evaluating
qualifications.
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How can we tell if an interview
was carried out successfully?

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Considerations in Conducting an Interview

1. Determine the objectives.

2. Outline the areas to be covered.
3. Pick the location.
4. Observe standards of etiquette.
5. Open with a standard rapport or small talk.

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Considerations in Conducting an Interview

6. Distinguish open-ended and closed-ended

questions.
7. Use notation to record impressions.
8. Hide a notepad and pen.
9. Be tactful when exploring sensitive issues.
10.Contradict with caution.
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Remember

Begin the interview with open-

ended questions. As the interview
progresses, use closed-ended
questions. This is to confirm
understanding and explore in
depth the topic being discussed.
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Is the interview technique
applicable to all kinds of market
research?

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 Observation Technique

The observation technique is the process of

gathering data about customers in their
natural setting without having to interact with
them.

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Considerations in Conducting Observation Technique

1. The information must be observable.

2. The subject matter contains sensitivity.
3. The behavior of interest must be repetitive.
4. The behavior of interest must have a short
duration.

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Considerations in Conducting Observation Technique

Example (1):
A consumer goods company wants to know
what a person does first thing in the morning
upon entering a bathroom after waking up. The
observation technique is not appropriate
because the person probably does not want
anyone watching him in the morning.
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Considerations in Conducting Observation Technique
Example (2):
During the Philippine elections, vote-buying is
rampant. However, when a research group
conducts a survey, only a small number of
respondents admit selling their votes. In this
case, it is better to use the observation
technique to observe what happens outside
voting
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precincts.
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Considerations in Conducting Observation Technique

Example (3):
A canned goods manufacturer wants to know
the buying behavior of its customers. In this
case, the observation technique is highly
recommended because the canned goods
section of any supermarket is often frequented
by shoppers.
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Considerations in Conducting Observation Technique

Example (4):
A fast-food restaurant wants to know if its
customers look at the menu board before
deciding on their orders. In this case, the
observation technique would yield the answer
to inquiry because the whole process takes no
more than a few minutes.
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What are the advantages and
disadvantages of the observation
technique?

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 Advantages of Observation Technique

1. It allows the researcher to see what

customers do rather than rely on what they
say.
2. It allows the researcher to observe the
customer in natural settings.
3. Some pieces of information are better
gathered quickly through observation.
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 Disadvantages of Observation Technique
1. The researcher cannot get the reason behind
the behavior.
2. The researcher can only focus on current
happenings, which do not cover past
experiences.
3. The observation technique may be unethical
to some extent because the respondents
may not
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agree to be observed.
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 Activity
Assume that you are a customer service staff
of a business offering home appliances. You
are going to conduct an interview with a
customer to assess his or her satisfaction.
Write five questions that you may ask to
measure the quality of service the business
provides.
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 Questions
Part A. Answer the following questions based on
your understanding of the lesson.

1. What is meant by an interview? How is it used

to gather information?
2. In conducting an interview, what type of
question should be asked first? Explain why.
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 Questions

3. What is observation technique and how is it used?

4. In preparing for an interview, should the interviewer
write the questions ahead of time and then read it as
the interview progresses? Justify your answer.
5. Why should an interviewer hide a notepad and pen
during the interview?
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 Questions

Part B.
Analyze the given situations in the study guide.
Decide on what technique in gathering data is
applicable in every case.

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 Wrap Up

An interview is a face-to-face communication

between two persons where questions are asked
and answers are given.

The observation technique is one of the

simplest ways of gathering data about
customers in their natural setting without
having to interact with them.

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Wrap Up

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Miranda, Gregorio. Basic Marketing Revised Edition. L & G Business House, 1997. Bibliography
Newbold, Curtis. “How to conduct observation research.” The VCG. Accessed April 2, 2020.
https://thevisualcommunicationguy.com/2018/01/30/how-to-conduct-observations-fo
r-research/
.

Spacey, John. “5 types of customer interview.” Simplicable. Accessed April 3, 2020.

https://simplicable.com/new/customer-interviews.

Sun, Calvin. “10 tips on conducting effective interviews.” TechRepublic. Accessed April 2,
2020.
https://www.techrepublic.com/blog/10-things/10-tips-on-conducting-effective-intervie
ws/
.

Walker, Dustin. “Start talking! How to do customer interviews that reveal priceless insights.”
Crazy Egg. Accessed April 4, 2020. https://www.crazyegg.com/blog/start-talking/.

Wright, Vicki. “Observational techniques in marketing research.” Chron. Accessed April 2,

2020.
https://smallbusiness.chron.com/observational-techniques-marketing-research-4456 30
3.html