Theories of the Interview Focus Groups 1/12/2019 Theories of the Interview
Theories of the Interview 1. Definition Small group of people Central location for intensive discussion With a moderator (ER) Focuses discussion on various issues 1/12/2019 Theories of the Interview
Theories of the Interview 2. Purpose Probe for qualitative data Generate new ideas Gather reactions to a stimulus product 1/12/2019 Theories of the Interview
Theories of the Interview 3. Advantages Respondents talk freely Economical Multiplicative Simulates life Quick results 1/12/2019 Theories of the Interview
Theories of the Interview 4. Disadvantages Small sample size Overuse Unrealistic introduction of info. Can not probe everything Participants may not be typical Over-talkers and under-talkers 1/12/2019 Theories of the Interview
5. Special considerations Probe appropriately Cultivate interaction Avoid moderator bias 1/12/2019 Theories of the Interview