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A Service of Mark Eisner and Associates Knoxville, TN and Tampa Bay, FL markeisner

Online Telefocus Groups Qualitative Research Methodology: Validity Efficiency Convenience Economy. A Service of Mark Eisner and Associates Knoxville, TN and Tampa Bay, FL www.markeisner.com. Why Online Telefocus Groups?. Validity

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A Service of Mark Eisner and Associates Knoxville, TN and Tampa Bay, FL markeisner

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  1. Online Telefocus Groups Qualitative Research Methodology: ValidityEfficiencyConvenienceEconomy A Service of Mark Eisner and Associates Knoxville, TN and Tampa Bay, FL www.markeisner.com

  2. Why Online Telefocus Groups? Validity • For focus groups, no face-to-face interaction among participants. Minimizes the effects of strong participants. End product is more honest less biased discussion/responses/results. • Opinions/reactions captured both via group discussion and anonymous typed responses. • Participants can type responses/opinions if not comfortable about vocalizing • Group participants/IDI respondents comprised of any desired mix of geographically dispersed areas/time zones--not just those residing in the trading area of a facility.

  3. Why Online Telefocus Groups? Efficiency • Group participants/IDI respondents shown any desired stimuli on PowerPoint, Word, PDF and/or video via web conference. • Moderator controls presentation order of stimuli. Presentation order can be rotated among different groups/respondents • Audio recordings and transcripts of participant and moderator chat (any typed responses/questions) available immediately after group completed.

  4. Why Online Telefocus Groups? Convenience • Clients can monitor from office, home or anywhere they have access to computer with high speed internet connection and telephone. • Clients can send moderator probes, follow-up questions via chat function. • Participants/respondents don’t have to drive to a facility/fight traffic/find parking.

  5. Why Online Telefocus Groups? Economy • Average 30% cost savings vs. in-person groups , considering recruiting and facility fees. • No client or moderator travel expenses. • No FocusVision/GroupNet costs. • Lower participant incentives since they don’t have to travel to/park at facility

  6. The Methodology • 12-15 respondents are recruited/invited to participate on the day and time selected for the group. • Typically, 8-10 show and participate in the group • Recruitment conducted by e-mail and/or telephone from: • Customer/member lists • Online sample providers, such as Survey Sampling and Research Now • Random RDD or listed telephone samples

  7. The Methodology • Screening is to client specifications/criteria. in addition to standard criteria , e.g: • Access to computer with high speed internet and telephone at day/time of group • No sensitive industry employment by respondent/household • No past 3/6 month market research study/focus group participation • Those qualifying and agreeing to participate are e-mailed instructions on how to access the web and phone conferences along with moderator’s contact info. • Reminder calls and e-mails sent to recruits the day before their scheduled group

  8. Client References for Online Telefocus Groups • AAA Auto Club South: Contact Janet Avallone • AAA National: Contact Steve Diedrich • Turner Broadcasting Systems: Contact Sally Irle

  9. Contact Us • Contact us for a free demonstration: • Phone: 813-600-5885 • E-mail: mark@markeisner.com • Website: www.markeisner.com

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