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14-Focus groups[2]

14-Focus groups[2] - Recruiting Respondents Sample...

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Focus Group Interviews Definition Purposes Recruiting Respondents Conducting Focus Groups Moderator’s Role Client’s Role Advantages Disadvantages
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Definition Qualitative vs. Quantitative Explore vs. Generalize Small Sample vs. Large Sample
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Purpose Precede a Telephone/Mail Survey Follow a Telephone/Mail Survey Investigate Membership Services Reposition Existing Services Develop/Evaluate Promotional  Themes
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Purpose To acquire feedback about : New products To test the packaging, name or test market of  new product To discuss, view, and/or test the new product  before it hits the market. Provide invaluable information about the  potential market success of a product. 
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Unformatted text preview: Recruiting Respondents Sample Characteristics Sampling Process “Interviewing” Technique Conduct Calls/Visits Presentation Confirmation Letter Follow-up Call Logistics Incentives Conducting Focus Groups Group Size Group Organization Setting/Facility Refreshments/Hostes s Moderator’s Role Topic Knowledge Skills Group Dynamics Kind/Firm Naivete Communication Client’s Role Developing Script Observe Session Debriefing Discuss Report View Tapes Advantages Exploratory Synergistic Spontaneous Observation Emotion vs. Cognitive Disadvantages Central Location Time Not Representative Expensive Moderator Dependent...
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14-Focus groups[2] - Recruiting Respondents Sample...

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