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7 Cards in this Set
- Front
- Back
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What is a focus group?
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A group of 10-12 consumers who gather and discuss a product or idea in a discussion moderated by an interviewer.
The discussion is focused but is also somewhat flexible |
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Contrast Qualitative and Quantitative consumer research.
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Qual v. Quantitative
- 10-12 vs 100+ consumers - interaction v no interaction of panelists - flex interview v fixed questions - good 4 gen. ideas/probing issues v. bad for these - No stat methods / data driven |
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Compare and contrast the use of individual interviews and focus group interviews.
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-They're similar in that both aim to generate the same type of qualitative info about a product
- Choice of either depends on topic. Very personal issues are better suited for one-on-ones; food choice too; - Choice may also depend on consumer base: teens tend to be highly influenced by peers - With 1-on-1 there is no synergistic discussion |
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How does one determine the reliability and the validity of focus group or individual interview results?
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Reliability can be judged by comparing results obtained from multiple moderators & multiple report analyzers
Extended individual interviews can also be held to further probe to ensure results obtained were trustworthy Validity can also be assessed by comparing results to quantitative tests like mail surveys |
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What is the rationale for conducting 3 focus groups (as opposed to just 2 or more than 3)?
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This ROT is for the case if two groups conflict - the third group is the "tie breaker"
More groups may help to discover market segments within the consumer target |
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What are some keys to good moderating? Describe them.
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Nondirectional - ability to lead discussion with out suggesting answers or biasing panelists
Full Participation - ability to get all people talking to ensure that all sides of issue are raised Coverage of Issues - Ensure all issues covered. Also includes careful development of the discussion guide with those who request group |
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What are the advantages and disadvantages of having a user of the focus group data present to view the focus group discussion? Describe some strategies for overcoming the disadvantages.
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Advantages
- One is able to hear consumer comments in their own words complete with nonverbal cues Disadvantages - Selective listening - Skews interpretation esp if pre-conceived hypothesis (strategies to avoid this such as having a debriefing meeting right afterwards to ensure all points "heard") |
