Measurement without Numbers #2

1. Measurement without Numbers #2 Interviews and Focus Groups

2. Sometimes the best way to learn something is simply to ASK

3. Face-to-face Interviews

4. One of the best ways of gather information without numbers is simply to talk with people…..

5. It doesn’t always have to be formal research….

6. A lot can be learned by interviewing workers who interact with customers….

7. Including clerks and other workers

8. Don’t be an info-snob!

9. One of the best ways of gather information without numbers is simply to talk with people: This method has great potential!!

10. One of the best ways of gather information without numbers is simply to talk with people But it must be done with care, because it also has great problems!!

11. Face-to-face Interviews Advantages:

12. Face-to-face Interviews Advantages: • Flexibility

13. Face-to-face Interviews Advantages: • Flexibility • High Response Rate Response rate =(# of completed surveys)/ (# of people contacted)

14. Roxanne mailed out 2000 questions and got 360 back. What is her response rate?

15. Roxanne had 2000 people interviewed, 360 agreed. After persuasion, 510 more people agreed. What is her response rate?

16. Face-to-face Interviews Advantages: • Flexibility • High Response Rate • Human nature People like to: have social interactions talk think their opinion is important

17. Face-to-face Interviews Disadvantages:

18. Face-to-face Interviews Disadvantages: • Cost What would it cost Roxanne to have 2,000 people interviewed?

19. Face-to-face Interviews Disadvantages: • Cost • Anonymity

20. Face-to-face Interviews Disadvantages: • Cost • Anonymity • Time consuming How long would it take for Roxanne to have 2000 people interviewed?

21. Face-to-face Interviews Disadvantages: • Cost • Anonymity • Time consuming • Social problems

22. Face-to-face Interviews Disadvantages: • Cost • Anonymity • Time consuming • Social problems “all interviews are social interactions”

24. Differences in attractiveness

25. Differences of age…

26. Differences in race and culture…

27. Face-to-face Interviews Disadvantages: • Cost • Anonymity • Time consuming • Social problems “homophilous persons”

28. Focus Groups

29. Focus Groups Are very popular:

30. Focus Groups Are very popular:

31. Focus Groups Are very popular:

32. Focus Groups Eight to twelve people:

33. Focus Groups Eight to twelve people

34. Focus Groups Eight to twelve people Homogenous

35. Focus Groups http://en.wikipedia.org/wiki/Focus_group http://managementhelp.org/evaluatn/focusgrp.htm

36. Focus Groups Advantages: • Relatively fast and easy

37. Focus Groups Advantages: • Relatively fast and easy • Relatively inexpensive http://www.michelson.com/focus/services.html http://socrates.berkeley.edu/~pbd/pdfs/Focus_Groups.pdf

38. Focus Groups Advantages: • Relatively fast and easy • Relatively inexpensive • “Vocabulary”

39. Focus Groups Advantages: • Relatively fast and easy • Relatively inexpensive • “Vocabulary” • “Synergism”

40. Focus Groups Advantages: • Relatively fast and easy • Relatively inexpensive • “Vocabulary” • “Synergism” stimulation serendipity snowballing

41. Focus Groups Disadvantages:

42. Focus Groups Disadvantages: • Representative

43. Focus Groups Disadvantages: • Representative Selection Size Moderator problems

44. Focus Groups Moderator problems

46. Focus Groups Moderator problems Must have a good moderator:

47. Focus Groups Moderator problems Must have a good moderator: 1.Must have good rapport

48. Focus Groups Moderator problems Must have a good moderator: 1. Must have good rapport 2. Socially interactive

49. Focus Groups Moderator problems Must have a good moderator: 1. Must have good rapport 2. Socially interactive 3. Listens well

50. Focus Groups Moderator problems Must have a good moderator: 1. Must have good rapport 2. Socially interactive 3. Listens well 4. Relaxed