Measurement without numbers 2
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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….

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Measurement without Numbers #2

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Measurement without numbers 2

Measurement without Numbers #2

Interviews and Focus Groups


Measurement without numbers 2

Sometimes the best way to

learn something is simply to

ASK


Measurement without numbers 2

Face-to-face Interviews


Measurement without numbers 2

One of the best ways of gather information

without numbers is simply to talk

with people…..


Measurement without numbers 2

It doesn’t always have to be formal research….


Measurement without numbers 2

A lot can be learned by interviewing workers

who interact with customers….


Measurement without numbers 2

Including clerks and other workers


Measurement without numbers 2

Don’t be an info-snob!


Measurement without numbers 2

One of the best ways of gather information

without numbers is simply

to talk with people:

This method has great potential!!


Measurement without numbers 2

One of the best ways of gather information

without numbers is simply

to talk with people

But it must be done with care, because

it also has great problems!!


Measurement without numbers 2

Face-to-face Interviews

Advantages:


Measurement without numbers 2

Face-to-face Interviews

Advantages:

  • Flexibility


Measurement without numbers 2

Face-to-face Interviews

Advantages:

  • Flexibility

  • High Response Rate

    Response rate =(# of completed surveys)/

    (# of people contacted)


Measurement without numbers 2

Roxanne mailed out 2000 questions and got 360 back.

What is her response rate?


Measurement without numbers 2

Roxanne had 2000 people interviewed, 360 agreed.

After persuasion, 510 more people agreed.

What is her response rate?


Measurement without numbers 2

Face-to-face Interviews

Advantages:

  • Flexibility

  • High Response Rate

  • Human nature

    People like to:

    have social interactions

    talk

    think their opinion is important


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

What would it cost Roxanne to have 2,000 people interviewed?


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

How long would it take for Roxanne to have 2000 people interviewed?


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems

    “all interviews are social interactions”


Measurement without numbers 2

Differences in attractiveness


Measurement without numbers 2

Differences of age…


Measurement without numbers 2

Differences in race and culture…


Measurement without numbers 2

Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems

    “homophilous persons”


Measurement without numbers 2

Focus Groups


Measurement without numbers 2

Focus Groups

Are very popular:


Measurement without numbers 2

Focus Groups

Are very popular:


Measurement without numbers 2

Focus Groups

Are very popular:


Measurement without numbers 2

Focus Groups

Eight to twelve people:


Measurement without numbers 2

Focus Groups

Eight to twelve people


Measurement without numbers 2

Focus Groups

Eight to twelve people

Homogenous


Measurement without numbers 2

Focus Groups

http://en.wikipedia.org/wiki/Focus_group

http://managementhelp.org/evaluatn/focusgrp.htm


Measurement without numbers 2

Focus Groups

Advantages:

  • Relatively fast and easy


Measurement without numbers 2

Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

http://www.michelson.com/focus/services.html

http://socrates.berkeley.edu/~pbd/pdfs/Focus_Groups.pdf


Measurement without numbers 2

Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”


Measurement without numbers 2

Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”

  • “Synergism”


Measurement without numbers 2

Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”

  • “Synergism”

    stimulation

    serendipity

    snowballing


Measurement without numbers 2

Focus Groups

Disadvantages:


Measurement without numbers 2

Focus Groups

Disadvantages:

  • Representative


Measurement without numbers 2

Focus Groups

Disadvantages:

  • Representative

    Selection

    Size

    Moderator problems


Measurement without numbers 2

Focus Groups

Moderator problems


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1.Must have good rapport


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

5. Likes people


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

5. Likes people

6. Good short and long-term memory


Measurement without numbers 2

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

5. Likes people

6. Good short and long-term memory

7. Intelligent


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