BMKT 312 F13 C6 Review

G they may all be in their early 30s job situations eg

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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 group discussions? Problem (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 minutes; (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...
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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.

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