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22 Cards in this Set
- Front
- Back
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used to be popular in US then universities began to churn out quantitiative research numbers, more scientific research: surveys etc. have made a resurgence
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focus groups
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Focus groups are Not
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statistical (cardinal rule) never take findings from a focus group and make it statistical
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Focus groups are
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a group of people who represent a population who you lead through a discussion about a topic
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when discussing products in a focus groups it's about
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what you like about the product Not which product you like
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must do at least 2 (it's good to do 3-5) people must be homogenous by criteria and neutral about the discussed issue, shouldn't know each other, limit focus group to 1 1/2 hour to 1 and 45 minutes, pay people, people must be part of target audience, not statistical
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cardinal rules of focus groups
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things to take into consideration for focus groups
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how many groups, how many per group (ideally 8 or 9) where should it be done? who sholud moderate, what type of report you should get.
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What drives a lot of decisions is
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budget
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cost associated with focus groups
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recruitment, facility, video recording, participants, moderator
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questions in a focus group are
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specific and openended
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designed to test the range and depth of feelings and emotions of a certain public about an issue or product
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focus groups
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focus groups are used in testing the effects of advertisements and cannot be used to
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prove what wil work. can only prove what will not work
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focus groups are good to do both
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before and after a big survay
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focus groups are good when
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you don't know what to ask in survey, trying to create a message, sort out confusion at end of survey
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problems with focus group
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person who talks too much, person that jumps in first with their answers, when you buy advice - you buy the privlege of not taking advice
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help to measure public opinion and finding out an audiences stance before taking action. they are used a lot in pr.
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survey
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surveys allow for ------------ which represent a larger population.
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samples
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two examples of surveys.
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hoover vs. roosevelt and Truman holding newspaper with fals headline
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Surveys are used ---- to --- percent of the time in research
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50% to 60%
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pr uses
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public opinion surveys
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problem with telephone surveys
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getting in touch with college students and people who only have a cell.
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an error from which you can't recover
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strategic error
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three issues in survey research
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who do we ask, how do we find them, what do we ask?
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