Typical Flow
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, 1. ground rules
2. introductions
3. opening questions
4. in-depth investigations
5. closure
Quantitative Data
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numbers
Interviewer (vs. self) Cons
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-high cost
-sensitive questions/social desirability
Low error and no bias
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centered in the target
Visual mode
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first alternative, resulting in primacy effect
Data Source
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Primary and Secondary
Where and when should focus group be used?
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-understand consumer motivates and decision dynamics
-brainstorming/idea generation
-testing concepts(often for new products)
-use anytime but usually at the earlier stage of project, and where there is
likely to be different voice
Research Approach
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Exploratory, Descriptive, Casual
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, 1. ground rules
2. introductions
3. opening questions
4. in-depth investigations
5. closure
Quantitative Data
Give this one a try later!
numbers
Interviewer (vs. self) Cons
Give this one a try later!
-high cost
-sensitive questions/social desirability
Low error and no bias
Give this one a try later!
centered in the target
Visual mode
, Give this one a try later!
first alternative, resulting in primacy effect
Data Source
Give this one a try later!
Primary and Secondary
Where and when should focus group be used?
Give this one a try later!
-understand consumer motivates and decision dynamics
-brainstorming/idea generation
-testing concepts(often for new products)
-use anytime but usually at the earlier stage of project, and where there is
likely to be different voice
Research Approach
Give this one a try later!
Exploratory, Descriptive, Casual
