Focus Groups - Pilot Studies Pilot Studies Direct Indirect...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Pilot Studies Pilot Studies Pilot Studies Direct Indirect Depth Interviews Observation *Focus Groups
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
Focus Groups: Focus Groups: What You (Should) Know: What You (Should) Know: Focus Focus Group Group - flexible, group discussion of a product, ad, or concept. Moderator - focus group leader Flow: General Specific
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Focus Group Example Focus Group Example Celebrity Cruise Lines used a focus group panel of four baby boomer women (known as “Celebrity’s Leading Ladies”) to design its new state rooms The women were selected based on their varied experience cruising Frequent cruiser, travel agent, travel writer, hotelier, and a cruise novice Why ladies? Because they almost always book the travel arrangements
Background image of page 4
Number of Groups (3-4) : 1. Degree of Sample/Population Homogeneity 2. Budget Constraints 3. Depth of Problem Focus Groups: Focus Groups: What You (Should) Know: What You (Should) Know:
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Size of Groups : 6-12 (smaller preferred) - Moderator Involvement - Cost Focus Groups: Focus Groups: What You (Should) Know: What You (Should) Know:
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/23/2011 for the course MKTG 352 taught by Professor ? during the Summer '10 term at South Carolina.

Page1 / 14

Focus Groups - Pilot Studies Pilot Studies Direct Indirect...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online