MKTG 320 Lecture Notes - Lecture 5: Focus Group, Group Dynamics, Anthropomorphism
Document Summary
Quantitative: easier to interpret, good t have a certain level of confidence you can have assure quality of data. Qualitative: more difficult to assure quality of data, get rich feeling, emotions, which doesn"t come out in quantitate richness. Focus groups: (facility, participants, moderator, discussion guide, group dynamics, panels online groups, pros vs. cons) Participants are recruited in different ways ( research companies have panels of people to recruit. Need discussion guide so you know how the discussion is gonna go, ( want it to go the way you want) Want people in natural response, don"t want them to study. Start off creating rapport ( kinda like becoming friends) inverted triangle. Sometimes participants are too vocal, sometimes you get people who just love to talk, if you"re a good facilitator you can use tactics to get people back on the topic you are trying to research.
