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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


Sometimes the best way to

learn something is simply to

ASK



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….


A lot can be learned by interviewing workers

who interact with customers….



Don’t be an info-snob!


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!!



Face-to-face Interviews

Advantages:

  • Flexibility


Face-to-face Interviews

Advantages:

  • Flexibility

  • High Response Rate

    Response rate =(# of completed surveys)/

    (# of people contacted)



Roxanne had 2000 people interviewed, 360 agreed.

After persuasion, 510 more people agreed.

What is her response rate?


Face-to-face Interviews

Advantages:

  • Flexibility

  • High Response Rate

  • Human nature

    People like to:

    have social interactions

    talk

    think their opinion is important


Face-to-face Interviews

Disadvantages:


Face-to-face Interviews

Disadvantages:

  • Cost

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


Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity


Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

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


Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems


Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems

    “all interviews are social interactions”





Face-to-face Interviews

Disadvantages:

  • Cost

  • Anonymity

  • Time consuming

  • Social problems

    “homophilous persons”



Focus Groups

Are very popular:


Focus Groups

Are very popular:


Focus Groups

Are very popular:


Focus Groups

Eight to twelve people:


Focus Groups

Eight to twelve people


Focus Groups

Eight to twelve people

Homogenous


Focus Groups

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

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


Focus Groups

Advantages:

  • Relatively fast and easy


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


Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”


Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”

  • “Synergism”


Focus Groups

Advantages:

  • Relatively fast and easy

  • Relatively inexpensive

  • “Vocabulary”

  • “Synergism”

    stimulation

    serendipity

    snowballing


Focus Groups

Disadvantages:


Focus Groups

Disadvantages:

  • Representative


Focus Groups

Disadvantages:

  • Representative

    Selection

    Size

    Moderator problems


Focus Groups

Moderator problems


Focus Groups

Moderator problems

Must have a good moderator:


Focus Groups

Moderator problems

Must have a good moderator:

1.Must have good rapport


Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive


Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well


Focus Groups

Moderator problems

Must have a good moderator:

1. Must have good rapport

2. Socially interactive

3. Listens well

4. Relaxed


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


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


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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