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11 Cards in this Set

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Jordan, et al - how people would and how they would feel about limiting TV time in the house
- focus group was used to see how people would feel without limiting their answers
- was good because they got lots of new ideas and people weren't inhibited or limited to just the answer choices in a survey
- bad because the sample was so large that they ended up making lots of generalizations
Focus Group Characteristics:
- 3-10 people (5 for children, 8 for adults)
- homogeneous so they feel comfortable opening up
- 60-90 minutes for adults, 30-45 for kids
Why a focus group?
- interactive and synergistic
- when you don't know what the questions are - good for pretesting
- see how group dynamics can change peoples minds
- can add value, but can also take away if people defer to them or if they try to convert everybody
- S: stress that nobody is an expert and everybody's opinion counts
Dominant Talkers
- think they are an expert, but aren't and are unaware of how people feel
- S: seat them next to moderator, signal to them to stop talking by breaking eye contact or putting down pen
- disrespectful and intolerant
- S: take a break and switch seats
Ramblers and Wanderers
- no point, just feel a need to talk
- S: discontinue eye contact after 20-30 seconds
Quiet and Shy
- have a lot to share, but need a push
- S: place them directly in line of sight, make a point to ask them how they feel
- answers don't match question
- S: call their name, repeat question, write question down
Strengths and Weaknesses of Focus Groups
- S: used as a pilot, group dynamics bring out feelings, affect can be judged, people more open, can learn what drives attitudes/beliefs/behaviors
- W: homogeneity means it can't be generalized, people won't speak up if they think they're an anomoly, selection bias due to time commitment, group dynamics skews, quality depends on moderator
New Technology + Focus group
- can do it online but don't have people's undivided attention