Focus Groups Defined In-depth discussion on one topic In-depth discussion on one topic Consists of 8 to 12 participants Consists of 8 to 12 participants Led by moderator 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. Select a moderator. Create a discussion guide. Conduct the group. Prepare the focus group report..

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

Selection error Processin g error Response error Nonrespons e bias Instrument bias Interviewe r error Surrogate informatio n error Random sampling error Population specification error Sample design error Systematic error Total survey error Measuremen t error Frame error Sources of Errors in Surveys

Types Of Surveys Self-Administered Questionnaires Self-Administered Questionnaires Filled out by respondents with no interviewer present Filled out by respondents with no interviewer present Advantages Advantages Disadvantages Disadvantages Point-of-service Touch Screen Point-of-service Touch Screen Kiosks with touch screen monitors Kiosks with touch screen monitors Mail Surveys Mail Surveys Ad Hoc (one-shot) Ad Hoc (one-shot) Mail Panels Mail Panels Precontracted and Prescreened Precontracted and Prescreened Longitudinal Study Longitudinal Study Gratuities Gratuities Higher response rate Higher response rate

Disadvantages of Online Surveys Internet users are not representative of the population as a whole Internet users are not representative of the population as a whole Security and privacy on the Internet Security and privacy on the Internet Unrestricted Internet sample Unrestricted Internet sample

Advantages of Online Surveys Rapid Deployment, Real Time Reporting Rapid Deployment, Real Time Reporting Dramatically Reduced Costs Dramatically Reduced Costs Readily Personalized Readily Personalized High response rates High response rates Contact the Hard-to-Reach Contact the Hard-to-Reach Simplified and Enhanced Panel Management Simplified and Enhanced Panel Management Profitability for Research Firms Profitability for Research Firms

Internet Samples Screened Internet Samples People may lie about who they are: you need to adjust for unrepresentitive 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 To target populations in surveys that require more control of the sample