Measurement without Numbers #2
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Transcript of Measurement without Numbers #2
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Measurement without Numbers #2
Interviews and Focus Groups
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Sometimes the best way tolearn something is simply to
ASK
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Face-to-face Interviews
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One of the best ways of gather informationwithout numbers is simply to talk with people…..
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It doesn’t always have to be formal research….
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A lot can be learned by interviewing workers
who interact with customers….
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Including clerks and other workers
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Don’t be an info-snob!
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One of the best ways of gather informationwithout numbers is simplyto talk with people:
This method has great potential!!
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One of the best ways of gather informationwithout numbers is simplyto talk with people
But it must be done with care, because
it also has great problems!!
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Face-to-face InterviewsAdvantages:
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Face-to-face InterviewsAdvantages:1. Flexibility
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Face-to-face InterviewsAdvantages:1. Flexibility2. High Response Rate Response rate = (# of completed surveys)/
(# of people contacted)
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Roxanne mailed out 2000 questions and got 360 back.
What is her response rate?
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Roxanne had 2000 people interviewed, 360 agreed.After persuasion, 510 more people agreed.
What is her response rate?
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Face-to-face InterviewsAdvantages:1. Flexibility2. High Response Rate3. Human nature
People like to:have social interactionstalkthink their opinion is important
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Face-to-face InterviewsDisadvantages:
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Face-to-face InterviewsDisadvantages:1. Cost
What would it cost Roxanne to have 2,000 people interviewed?
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Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity
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Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming
How long would it take for Roxanne to have 2000 people interviewed?
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Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
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Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
“all interviews are social interactions”
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Differences in attractiveness
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Differences of age…
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Differences in race and culture…
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Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems
“homophilous persons”
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Focus Groups
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Focus GroupsAre very popular:
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Focus GroupsAre very popular:
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Focus GroupsAre very popular:
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Focus GroupsEight to twelve people:
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Focus GroupsEight to twelve people
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Focus GroupsEight to twelve peopleHomogenous
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Focus Groups
http://en.wikipedia.org/wiki/Focus_group
http://managementhelp.org/evaluatn/focusgrp.htm
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Focus GroupsAdvantages: • Relatively fast and easy
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Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive
http://www.michelson.com/focus/services.html
http://socrates.berkeley.edu/~pbd/pdfs/Focus_Groups.pdf
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Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”
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Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”
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Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”
stimulationserendipitysnowballing
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Focus GroupsDisadvantages:
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Focus GroupsDisadvantages: • Representative
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Focus GroupsDisadvantages: • Representative
SelectionSizeModerator problems
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Focus GroupsModerator problems
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Focus GroupsModerator problemsMust have a good moderator:
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people6. Good short and long-term memory
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Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people6. Good short and long-term memory7. Intelligent