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Focus Groups

Focus Groups. 1. Definition. Small group of people Central location for intensive discussion With a moderator (ER) Focuses discussion on various issues. 2. Purpose. Probe for qualitative data Generate new ideas Gather reactions to a stimulus product. 3. Advantages.

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Focus Groups

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  1. Focus Groups Theories of the Interview

  2. 1. Definition • Small group of people • Central location for intensive discussion • With a moderator (ER) • Focuses discussion on various issues Theories of the Interview

  3. 2. Purpose • Probe for qualitative data • Generate new ideas • Gather reactions to a stimulus product Theories of the Interview

  4. 3. Advantages • Respondents talk freely • Economical • Multiplicative • Simulates life • Quick results Theories of the Interview

  5. 4. Disadvantages • Small sample size • Overuse • Unrealistic introduction of info. • Can not probe everything • Participants may not be typical • Over-talkers and under-talkers Theories of the Interview

  6. 5. Special considerations • Probe appropriately • Cultivate interaction • Avoid moderator bias Theories of the Interview

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