This preview shows page 1. Sign up to view the full content.
Unformatted text preview: (e.g., they
may all be in their early 30s), job situations (e.g., they may all be junior executives’
wives), family composition (e.g., they may all have preschool children), purchase
experience (e.g., they may all have bought a new car in the past year) or even leisure
pursuits (e.g., they may all play tennis). Furthermore, by conducting a group that is
as homogenous as possible with respect to demographic and other characteristics, the
researcher is assured that differences in these variables will be less likely to confuse
the issue being discussed.
7. Should the marketing manager client be a focus group moderator? Why or why not?
Marketing manager clients are not recommended to be moderators. They are not
trained in this capacity, and they are too involved in the topic being researched to
conduct the focus group objectively.
A focus group moderator is a person who conducts the entire session and guides the
flow of group discussion across specific topics desired by the client. A good
moderator must have excellent observation, interpersonal, and communication skills
to recognize and overcome threats to a productive group discussion.
The moderator must be prepared, experienced, and armed with a detailed list of topics
to be discussed. It is also helpful if the focus group moderator can eliminate any
preconceptions on the topic from his/her mind, plus the moderator should be
empathic or sensitive to the participants’ situations and comments. BMKT 312 C6 Study Guide 2 8. How should a focus group moderator handle some of the common problems in focus
(a) A participant is loud and
dominates the conversation
(b) a participant is obviously
suffering from a cold and goes
into coughing fits every few
(c) two participants who, it turns
out, are acquaintances, persist in
a private conversation about their
children (d) the only minority
representative participant in the
focus group looks very
uncomfortable with the group and
fails to make any comments What moderator should do
Avoid eye contact with the person
Ask others by nam...
View Full Document
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