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Unformatted text preview: When objects or data,
instead of humans, need to be observed, researchers use audit.
4. What are the formats of online focus groups?
The online focus group, a form of nontraditional focus group, is one in which the
respondents and/or the clients communicate and/or observe by use of the Internet.
Typically, online focus groups allow the participants the convenience of being seated
at their own computers, while the moderator operates out of his or her online focus
A variation of the online focus group is one that is conducted in a traditional setting,
but the client watches online. BMKT 312 C6 Study Guide 1 5. How are focus group participants recruited, and what is a common problem
associated with this recruitment?
Review question. Students will need to recall the recruitment specifics of focus
Focus group participants are normally recruited by telephone and provided a
monetary incentive for participating. “No shows” are a common problem, so some
focus group companies over-recruit the required number of focus participants.
6. Should the members of a focus group be similar or dissimilar? Why?
Review question. Students who did not attend to this item in the chapter will think in
terms of a survey where dissimilar respondents are commonplace.
It is generally believed that the best focus groups are ones in which the participants
share homogeneous characteristics. The need for similar demographic or other
relevant characteristics in the focus group members is accentuated by the fact that the
focus group participants are typically strangers. Participants typically feel more
comfortable once they realize they have similarities such as similar ages...
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This note was uploaded on 02/13/2014 for the course BMKT 312 taught by Professor Surajcommuri during the Fall '13 term at SUNY Albany.
- Fall '13