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Measurement without Numbers #2. Interviews and Focus Groups. Sometimes the best way to learn something is simply to. ASK. Face-to-face Interviews. One of the best ways of gather information without numbers is simply to talk with people…. It doesn’t always have to be formal research…. - PowerPoint PPT Presentation
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Measurement without Numbers #2
Interviews and Focus Groups
Sometimes the best way tolearn something is simply to
ASK
Face-to-face Interviews
One of the best ways of gather informationwithout numbers is simply to talk with people…..
It doesn’t always have to be formal research….
A lot can be learned by interviewing workers
who interact with customers….
Including clerks and other workers
Don’t be an info-snob!
One of the best ways of gather informationwithout numbers is simplyto talk with people:
This method has great potential!!
One of the best ways of gather informationwithout numbers is simplyto talk with people
But it must be done with care, because
it also has great problems!!
Face-to-face InterviewsAdvantages:
Face-to-face InterviewsAdvantages:1. Flexibility
Face-to-face InterviewsAdvantages:1. Flexibility2. High Response Rate Response rate = (# of completed surveys)/
(# of people contacted)
Roxanne mailed out 2000 questions and got 360 back.
What is her response rate?
Roxanne had 2000 people interviewed, 360 agreed.After persuasion, 510 more people agreed.
What is her response rate?
Face-to-face InterviewsAdvantages:1. Flexibility2. High Response Rate3. Human nature
People like to:have social interactionstalkthink their opinion is important
Face-to-face InterviewsDisadvantages:
Face-to-face InterviewsDisadvantages:1. Cost
What would it cost Roxanne to have 2,000 people interviewed?
Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity
Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming
How long would it take for Roxanne to have 2000 people interviewed?
Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
“all interviews are social interactions”
Differences in attractiveness
Differences of age…
Differences in race and culture…
Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
“homophilous persons”
Focus Groups
Focus GroupsAre very popular:
Focus GroupsAre very popular:
Focus GroupsAre very popular:
Focus GroupsEight to twelve people:
Focus GroupsEight to twelve people
Focus GroupsEight to twelve peopleHomogenous
Focus Groups
http://en.wikipedia.org/wiki/Focus_group
http://managementhelp.org/evaluatn/focusgrp.htm
Focus GroupsAdvantages: • Relatively fast and easy
Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive
http://www.michelson.com/focus/services.html
http://socrates.berkeley.edu/~pbd/pdfs/Focus_Groups.pdf
Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”
Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”
Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”
stimulationserendipitysnowballing
Focus GroupsDisadvantages:
Focus GroupsDisadvantages: • Representative
Focus GroupsDisadvantages: • Representative
SelectionSizeModerator problems
Focus GroupsModerator problems
Focus GroupsModerator problemsMust have a good moderator:
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people6. Good short and long-term memory
Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people6. Good short and long-term memory7. Intelligent