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## PowerPoint Slideshow about ' Measurement without Numbers #2' - doris-hurley

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### Measurement without Numbers #2

Interviews and Focus Groups

A lot can be learned by interviewing workers

who interact with customers….

One of the best ways of gather information

without numbers is simply

to talk with people:

This method has great potential!!

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!!

Advantages:

Advantages:

- Flexibility
- High Response Rate

Response rate =(# of completed surveys)/

(# of people contacted)

Roxanne mailed out 2000 questions and got 360 back.

What is her response rate?

Roxanne had 2000 people interviewed, 360 agreed.

After persuasion, 510 more people agreed.

What is her response rate?

Advantages:

- Flexibility
- High Response Rate
- Human nature

People like to:

have social interactions

talk

think their opinion is important

Disadvantages:

Disadvantages:

- Cost

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

Disadvantages:

- Cost
- Anonymity
- Time consuming

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

Disadvantages:

- Cost
- Anonymity
- Time consuming
- Social problems

“all interviews are social interactions”

Disadvantages:

- Cost
- Anonymity
- Time consuming
- Social problems

“homophilous persons”

Are very popular:

Are very popular:

Are very popular:

Eight to twelve people:

Eight to twelve people

Advantages:

- Relatively fast and easy
- Relatively inexpensive

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

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

Advantages:

- Relatively fast and easy
- Relatively inexpensive
- “Vocabulary”
- “Synergism”

stimulation

serendipity

snowballing

Disadvantages:

Moderator problems

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

5. Likes people

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

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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