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Unformatted text preview: interaction • Facilitator questions and interaction guide the discussion o Questions get the discussion going, but then go with where the discussion takes you o “…the synergistic effect generated by focus groups can be far more revealing than the sum of individual interviews” (Hartman, 2004, p.403). • Used primarily by marketing firms before being used by scholars Execution for Focus Groups • Focus/topic • Participants • Structured interview questions COM 204 22-Oct-09 • Moderator role o Can’t influence discussion/opinions • Logistics o Need to have the right payment…not too much money to influence answers, but enough to make them want to do the focus group...
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- Fall '08