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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

Measurement without Numbers #2

Interviews and Focus Groups

slide2

Sometimes the best way to

learn something is simply to

ASK

slide4

One of the best ways of gather information

without numbers is simply to talk

with people…..

slide6

A lot can be learned by interviewing workers

who interact with customers….

slide9

One of the best ways of gather information

without numbers is simply

to talk with people:

This method has great potential!!

slide10

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!!

slide12

Face-to-face Interviews

Advantages:

  • Flexibility
slide13

Face-to-face Interviews

Advantages:

  • Flexibility
  • High Response Rate

Response rate =(# of completed surveys)/

(# of people contacted)

slide15

Roxanne had 2000 people interviewed, 360 agreed.

After persuasion, 510 more people agreed.

What is her response rate?

slide16

Face-to-face Interviews

Advantages:

  • Flexibility
  • High Response Rate
  • Human nature

People like to:

have social interactions

talk

think their opinion is important

slide18

Face-to-face Interviews

Disadvantages:

  • Cost

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

slide19

Face-to-face Interviews

Disadvantages:

  • Cost
  • Anonymity
slide20

Face-to-face Interviews

Disadvantages:

  • Cost
  • Anonymity
  • Time consuming

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

slide21

Face-to-face Interviews

Disadvantages:

  • Cost
  • Anonymity
  • Time consuming
  • Social problems
slide22

Face-to-face Interviews

Disadvantages:

  • Cost
  • Anonymity
  • Time consuming
  • Social problems

“all interviews are social interactions”

slide27

Face-to-face Interviews

Disadvantages:

  • Cost
  • Anonymity
  • Time consuming
  • Social problems

“homophilous persons”

slide29

Focus Groups

Are very popular:

slide30

Focus Groups

Are very popular:

slide31

Focus Groups

Are very popular:

slide32

Focus Groups

Eight to twelve people:

slide33

Focus Groups

Eight to twelve people

slide34

Focus Groups

Eight to twelve people

Homogenous

slide35

Focus Groups

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

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

slide36

Focus Groups

Advantages:

  • Relatively fast and easy
slide37

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

slide38

Focus Groups

Advantages:

  • Relatively fast and easy
  • Relatively inexpensive
  • “Vocabulary”
slide39

Focus Groups

Advantages:

  • Relatively fast and easy
  • Relatively inexpensive
  • “Vocabulary”
  • “Synergism”
slide40

Focus Groups

Advantages:

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

stimulation

serendipity

snowballing

slide41

Focus Groups

Disadvantages:

slide42

Focus Groups

Disadvantages:

  • Representative
slide43

Focus Groups

Disadvantages:

  • Representative

Selection

Size

Moderator problems

slide44

Focus Groups

Moderator problems

slide46

Focus Groups

Moderator problems

Must have a good moderator:

slide47

Focus Groups

Moderator problems

Must have a good moderator:

1.Must have good rapport

slide48

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

slide49

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

slide50

Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed

slide51

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

slide52

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

slide53

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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