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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 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…..
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!!
Face-to-face Interviews Advantages:
Face-to-face Interviews Advantages: • Flexibility
Face-to-face Interviews 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?
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