P R 301 Chapter Notes - Chapter 12: Focus Group, Usability
9 Dec 2018
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More rich answers than are possible from a focus group. Things people don"t want to discuss with a focus group. Higher ups with little free time or interest. More flexible since it is one person. More time to share deeper feelings and get comfy. More freely expressed than in a group. Moderator can quickly determine a theme in the conversation or change as needed without worrying about a whole group. Communication between two people - they have tome to open up to each other. Extensive fieldwork and observation of setting and respondents. Typically used on how consumers use a product. A moderator following and talking to a consumer as they shop in a store. Puts respondent in a more natural environment. Researcher plays the role of shopper for a company to gain insight. Must be able to draw out insights. Questions should be tailored to the respondent. Respondents from different regions and backgrounds will be different.
