mc 3018 focus groups

mc 3018 focus groups - QUALITATIVERESEARCH: FOCUSGROUPS

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QUALITATIVE RESEARCH: FOCUS GROUPS MC3018 Foundations of Media Research
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FOCUS GROUPS: Definition Controlled group discussion to gather preliminary information for research projects, to develop questionnaires for survey research, to understand the reasons behind an event, to test preliminary plans or ideas, to gain an understanding of consumer attitudes and behavior. 6 to 12 people are interviewed simultaneously by a moderator who leads the respondents in a relatively unstructured discussion of a specific topic.
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FOCUS GROUPS: Examples Whom you ask to participate depends on what you want  to learn:  Microsoft – redesigning  homepage: Developers, IT decision makers, IT implementers,   business users  Chicago, New York, and Houston FDA – consumers opinions about bio-engineered foods: Males and females, 18 to 65, mixed ethnicity Three groups each in Maryland, Vermont, Washington, and  Missouri
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WHEN TO USE A FOCUS GROUP When the goal is to obtain qualitative information and answer questions such as “how” or “why” You want a range of ideas and feelings Preliminary information Pilot test new ideas
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ADVANTAGES  OF FOCUS GROUPS Good method for gathering preliminary information about a topic that can be investigated further with other research methods. Can be conducted quickly and is relatively
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This note was uploaded on 10/19/2011 for the course MC 3018 taught by Professor Jeong during the Spring '08 term at LSU.

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mc 3018 focus groups - QUALITATIVERESEARCH: FOCUSGROUPS

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