Focus Groups Defined
•
In-depth discussion on one topic
•
Consists of 8 to 12 participants
•
Led by moderator
The Popularity of Focus Groups
About 25 percent of all research expenditures is
spent on focus groups.
Conducting Focus Groups
Preparing for a Focus Group
The Setting: focus group facility often in a
conference style room
Recruiting Participants: mall intercept, telephone
Steps in Conducting a Focus Group
Prepare for the group.
Select a focus group
facility and recruit the
participants.
Prepare the
focus group
report..
Select a moderator.
Create a discussion
guide.
Conduct the group.
Reasons for Collecting Primary Data by Survey
Research
1. The need to know why
To understand why people do or do not do something?
2. The need to know how
To understand the process consumers go through
before taking action
3. The need to know who
To know who the person is from a demographic or
lifestyle perspective
Sources of Errors
in Surveys
Total
survey
error
Random
sampling
error
Measuremen
t error
Processin
g error
Systematic
error
Sample
design
error
Surrogate
informatio
n error
Selection
error
Interviewe
r error
Response
error
Nonrespons
e bias
Instrument
bias
Population
specification
error
Frame
error
Types Of Surveys

Self-Administered Questionnaires




Filled out by respondents with no interviewer
present
Advantages
Disadvantages
Point-of-service Touch Screen


Mail Surveys


Kiosks with touch screen monitors
Ad Hoc (one-shot)
Mail Panels




Precontracted and Prescreened
Longitudinal Study
Gratuities
Higher response rate
Disadvantages of Online Surveys
•
Internet users are not representative of
the population as a whole
•
Security and privacy on the Internet
•
Unrestricted Internet sample
Advantages of Online Surveys
•
Rapid Deployment, Real Time Reporting
•
Dramatically Reduced Costs
•
Readily Personalized
•
High response rates
•
Contact the Hard-to-Reach
•
Simplified and Enhanced Panel Management
•
Profitability for Research Firms
Internet Samples
Screened Internet Samples
•
People may lie about who they are: you need
to adjust for unrepresentitive samples
Recruited Internet Samples
•
To target populations in surveys that require
more control of the sample