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11 Cards in this Set
- Front
- Back
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Moderator criteria
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- Personality
- Knowledge (brief the moderator) - Demographics - Fee |
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Key attributes of moderator
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- Genuine interest
- Good listening & observation skills - Good oral and written communication skills - Sound knowledge of advertising and research |
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Participants should be...
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- Homogeneous by interest
- Knowledgable, but not "professional" |
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Number of focus group determined by...
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2 x # of locations x a (additional variables, i.e. # of categories)
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Setting requirements
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- Conference room
- One-way mirror - Convenient location - Video/audio recorder |
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Conducting the Group
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- Prefatory remarks (welcome respondents, introduce moderator, and explain the group setting and the rules)
- Introduction & rapport building - Main discussion - Conclusion - Summary (add'l questions, thanks) - Viewing room check |
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The right questions assess...
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- What participants did, experienced and noticed
- How they reacted to their experiences and observations - What made them react that way - What dialogue occurred - When each event occurred |
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Questioning
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- Start easy
- General to specific - Industry - Product class - Brand - Brand and competitors |
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When interviewing, make sure you...
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- Validate different opinions
- Pay attention to pauses and "hidden treasures" - Probe...nicely - Avoid any biased body language |
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Do not ask...
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- Quantitative questions
- Short-answer questions - Yes/no questions - Leading questions - Why questions |
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When observing...
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- Come prepared
- Observe from the beginning - Focus on the big picture - Listen to everyone - Listen to all comments - Put all comments in context - Do not jump to premature conclusions - Do not let character judgment bias the value of the comments |
