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AdvertisingResearch:Instructor’sManual
Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall
AdvertisingResearch:Instructor’sManual
Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall
PAGE
6. FocusGroups
ChapterGoals
Afterreadingthischapterstudentsshouldhaveabetterunderstandingof:
? whenfocusgroupsaremostappropriatelyused.
? thefocusgroupplanningprocess,includingallmaterialsthatneedtobedevelopedinsupportofthegroups.
? howfocusgroupsareconducted.
? howtoviewgroupstoincreaseinsightsandusefulness.
? thestrengthsandweaknessesofonlinefocusgroups.
NotestotheInstructor
TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch6.ppt.
Thesupplementalreadingsforthischapterrelatetotheplanningandresultsoffocusgroupsdesignedtoprovideinsightsforanadvertisingcampaigndesignedtoreducetheincidenceofindividualsdrivingwhiledrowsy.Thescreener,moderator’sguides,advertisingconceptsandfocusgroupresultsareallprovided.
ChapterLecture
Slide6-2 Focusgroupdefinedasagroupofeighttotwelveindividualswho:
? takepartinacarefullyplannedseriesofdiscussions,whichis
? heldinapermissive,non-threateningenvironment,andis
? ledbyatrainedmoderator,where
? discussionsaredesignedtouncoverattitudesandperceptionsin
predefinedareasofinterest,tobetter
? enabledecision-makerstomakemorefullyinformedandmoresuccessfuldecisions.
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Usedtorespondtoabroad-rangeofadvertising-relatedneeds,forexample:
? advertisingstrategy
? reactionstoalternativeadvertisingmessagesandapproaches
? reactionstocurrentapproachestobrandandcategoryadvertising
? identifyingperceivedanddesiredcategoryandbrandbenefitsandexploringpotentialwaystoexpressthesebenefitsthroughadvertising
? developingandrefininghypothesesregardingconsumermotivations
? developingandobtainingreactionstopotentialnewproductsandnewproductideas.
Manycautionagainstusingfocusgroupstomake“go-nogo”decisionsonadvertisingcreative.Theevaluationofadvertisingcreativeinfocusgroupsshouldonlybedonetoobtainanunderstandingofalternativeapproaches’potentialstrengthsandweaknessesandnottoselecta“winningad.”
I.PlanningforFocusGroups
Focusgroupplanningtypicallyfollowsawell-definedsequenceofevents.
A.SelectaModerator
Planningbeginswithtwosimultaneoussetsofactivities.Onelineofactivityrelatestothegroupmoderatorandmoderator-relatedactivities.Thefirststeprelatestoevaluationofpotentialmoderatorsandtheselectionoftheonemoderatorwhowillconductthegroups.
Desiredmoderatorcharacteristicsinclude:
? genuinelyinterestedinhearingotherpeople'sthoughtsandfeelings
? abletoverbalizeandclearlyexpresstheirownfeelings
? animatedandspontaneousconversationalists
? activelisteners
? abletounderstandhowothersfeelandseelifefromtheperspectiveofotherpeople
? cognizantof,andabletocontrol,theirownbiases
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? inquisitiveabout"whatmakespeopletick"
? flexibleandabletorespondquicklytochangingsituations
? innovativeandabletofacilitategroupdiscussion
Itisimportantforgroupmemberstobecomfortablewiththedemographiccharacteristicsofthemoderator.
Moderatorshouldhavegoodadvertisingandbusinesssense.
B.BrieftheModerator
Onceselected,themoderatorisbriefedontheresearchproblem,researchgoals,informationalneeds,timing,andotherstudyparameterssuchasproducts,materials,orothertangibleitems(forexample,productstobetasted)tobeusedduringthefocusgroups.Thegoalistomakethemoderatorknowledgeableenoughsothatheorshecanprobeimportantareas.
C.Prepare,Evaluate,andReviseDiscussionGuide
Thediscussionguideistypicallydraftedbythefocusgroupmoderator.Itpresentsquestionsandtopicareastobeaddressedinthegroup,notingtheorderofpresentationandanyrequiredprobes.Itisnotnecessarytofullywriteoutthequestionstobeasked.
Thedraftdiscussionguideshouldbediscussedwithallindividualsinvolvedintheresearchpriortoinitialfocusgroup.Duringthisdiscussionthemoderatorshouldexplain:(1)therationaleunderlyingtheguide’sorganization,payingparticularattentiontoquestionflowandsequence,(2)howquestionwordingandsequencingwillallowdecision-makerstoobtaindesiredinsightsand(3)howtheguidewillbeusedasaroadmap.
D.DetermineGroupCharacteristics
Thefirstdecisionrelatestogroupcomposition.Compatibilityiskey-themorecomfortablemembersofagrouparewitheachother,themorelikelytheyaretoengageinconversationandprovidedeeper,morepersonalcommentsandinsights.
Compatibilitydoesnotmeanthatallmembersofagroupareidenticalacrossalldimensions.Compatibilitydoesmeanthatmembersofthegroupshareenoughcharacteristicsinimportant,definingareas,tomakeeachmembercomfortablewiththeothers.Sometimescompatibilityisdefinedintermsofattitudes,othertimesintermsofbehaviorsordemographics.
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E.DeterminetheNumberofRequiredGroups
Itisgenerallyunwisetoconductonlyonesetofgroupsperlocation.Givensmallsamplesizesandnonrandomsamplingprocedures,itisdangeroustorelyontheperceptions,attitudes,andbehaviorsofonegroupofindividuals.Thus,itisgenerallyrecommendedtoconductatleasttwogroupsperlocation.
Thenumberoflocationsselectedforgroupsreflectstheextenttowhichitisbelievedthatgeographicdifferencesaffectsalientattitudesandbehaviors.Wheregeographicdifferencesarefelttoexist,setsofgroupsshouldbeheldingeographicallydiverselocations.Ingeneral,geographicdiversityprovidesgreaterinsightsandreducesthelikelihoodofrespondentsfromasinglegeographicareaskewingtheresults.
F.SelecttheFacility
Mostfocusgroupsareheldatspeciallydesignedfacilitieswhichshouldhaveatminimum:areceptionareainwhichtogreetandorganizerespondentspriortothegroup,aconferenceroomwithaone-waymirrorinwhichthegroupwillbeheld,videoand/oraudiorecordingcapabilities,andaviewingroom.
Facilitiestakeeitherconferenceroomorliving-roomapproach.
Facilityshouldbelocatedinaplacethatisconvenientlylocatedforthegroupparticipants.
G.ScheduleGroups,SpecifySample,andRecruitParticipants
Focusgroupsinwhichparticipantsarenotemployedoutsidethehomemaybeconductedineitherthedayortheevening.Groupsconductedamongthoseemployedoutsidethehometypicallytakeplaceintheevening(commongrouptimesare6P.M.and8P.M.).
Mostfocusgroupfacilitieshavethecapabilitytorecruitrespondents.Ascreenerisusedtoidentifydesiredparticipantsandassigneachdifferenttypeofparticipanttoadifferentgroup.Screeneralsoeliminates"undesirable"respondentswhoare:professionalfocusgroupparticipants,thoseinvolvedintheadvertisingormarketingprofessions,orarea“specialist”inthearea.
Animportantpartofrespondentrecruitmentistheincentive-thefeepaidtorespondentsforparticipatinginafocusgroup.Theamountofanincentivegenerallyreflectsthedifficultyinrespondentrecruiting.Easytorecruitrespondentsmaybepaid$30-$40whilehardertorecruitrespondents,suchasthoseinspecializedbusinesses,maybepaidupwardsof$150.
Thefinalpartoftherecruitmentprocesstakesplacejustbeforethegroupsbegin.Recruitedrespondentsaregivenawrittenversionofthescreener(whichwasusedforrecruitment)tocomplete.Thisre-screening:(1)confirmsthatparticipantsdoinfactpossessthecharacteristicsofinterest,(2)provides
qualityassuranceand(3)ifextrarespondentsareavailablere-screeninghelps
determinewhichonesyouwouldliketodismiss.
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H.ConducttheGroups
Focusgroupstendtofollowthesameprogression:
Prefatoryremarksareusedtowelcometherespondents.Here,themoderatorisintroducedandthefocusgroupsettingandtherulesthatwillgovernthenexttwohoursofdiscussionareexplained.
Thesecommentstypicallyinclude:(a)introductionofthemoderatorbyname,(b)explanationofthemoderator'srole,(c)specificationofthetopicunderdiscussion,(d)rulesforparticipants,(e)monitoringand(f)rulesforreporting.
Introductionsandpersonalinformationarewhereeachmemberofthegroupstateshisorhernameandtellssomethingabouthimorherselfthatisrelatedtothefocusofthediscussion.Servesthreepurposes:(1)providesanopportunityforeachrespondenttotalk,(2)helpstoestablishgrouprapportand(3)sharesinformationrelatedtothetopicofthegroupandbeginstofocusrespondentsontheareaofgroupdiscussionandinquiry.
Settingthecontextfordiscussion.Ashortseriesofquestionsshouldbeaskedthatprobeattitudesandbehaviorsspecifictothetopicofthegroup.
Discussion.Themajorityofgrouptimeisthendevotedtothemaindiscussion.Themoderatorusestheopen-endedquestioning,probingandprojectivetechniquesdiscussedearliertostimulateandleadthediscussion.
Summary.Themoderatorpresentsasummarytoconfirmhisorherunderstandingofthegroup'sprimarycommentsandperspective.Thsservesthreepurposes:(1)makescertainthatwhatthemoderatorthinksheorsheheardis,infact,correct,(2)groupparticipantshaveonefinalopportunityto
maketheiropinionsknownand(3)aclearandconcisesummaryisprovidedfor
individualsintheviewingroom.
Finalquestions.Moderatorsoftenexcusethemselvesfromthediscussionroomafterthesummary(justbeforetheendofthegroupdiscussion)totakeviewingroomquestions.
Thegroupthenendswithathankyouandthepaymentofincentives.
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I.AssessGroupSuccessand,IfNecessary,RevisetheDiscussionGuide
Thediscussionguideshouldbeviewedasafluiddocumentsubjecttorevisionandmodificationasnecessary.Attheendofthefirstsetofgroups,itisoftenadvantageoustoevaluatewhattranspiredandtoplanforthenextsetofgroups.Revisionsmayaddress:
? informationareasthatshouldbeexploreddifferentlyinupcominggroupsbecausethequestioningorprojectivetechniqueswereunsuccessful,
? newquestionareasthatshouldbeexploredinupcominggroups,
? questionareasthatshouldbeeliminatedinupcominggroups.
J.AnalyzeandPresentFindings;ApplyFindingstoDecisionMaking
Here,groupdiscussions,areanalyzed,themajorfindingsarepresentedandthefindingsareusedtoassistinthedecision-makingprocess.
III.ViewingFocusGroups
? Comeprepared
? Startwatchingfromthebeginning
? Focusonthebigpicture
? Listentoeveryone
? Listentoallcomments
? Donotjumptoprematureconclusions
? Donotletcharacterjudgmentsaffecthowthegroupmembers'commentsareperceived
? Donotbebiasedbydominantpersonalities
IV.OnlineFocusGroups
Thereisconsiderabledebateoverwhetheronlinefocusgroupsshouldbeconsidered“real”focusgroups.
? Somearguethattheabsenceofin-personinteractionandtheinabilitytoutilizenonverbalcuespreventsonlineapproachesfrombeing
consideredrealfocusgroups.
? Othersarguethatthesegroupssatisfythebasicdefinitionoffocusgroups:“amethodofgroupinterviewinginwhichtheinteractionbetweenthemoderatorandthegroup,aswellastheinteractionbetweengroupmembers,servestoelicitinformationandinsightsinresponsetocarefullydesignedquestions.”
Therearethreeapproachestoonlinemulti-personinterviews:synchronous,asynchronousandhybrid.
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Synchronousapproachesaretheclosesttotraditionalfocusgroups,ashereallparticipantsareonlineandinteractingatthesametime.
Asynchronousapproachesbuildthediscussionovertime.Thisapproachmakesitunnecessaryforallgroupmemberstobeonlineatthesametime.Themoderatorasksquestionsandgroupmembersleaveresponsestothemoderator’sinitialquestionaswellastoothergroupmember’scomments.Throughoutthediscussion,thrmoderatorinterjectscommentsandadditional
questions,leadingthediscussionintonewareasoraskingrespondentstoclarifyorelaborateon
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