Measurement without Numbers #2

Interviews and Focus Groups

Sometimes the best way tolearn something is simply to

ASK

Face-to-face Interviews

One of the best ways of gather informationwithout 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….

Including clerks and other workers

Don’t be an info-snob!

One of the best ways of gather informationwithout numbers is simplyto talk with people:

This method has great potential!!

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!!

Face-to-face InterviewsAdvantages:

Face-to-face InterviewsAdvantages:1. Flexibility

Face-to-face InterviewsAdvantages:1. Flexibility2. 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 InterviewsAdvantages:1. Flexibility2. High Response Rate3. Human nature

People like to:have social interactionstalkthink their opinion is important

Face-to-face InterviewsDisadvantages:

Face-to-face InterviewsDisadvantages:1. Cost

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

Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity

Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming

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

Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems

Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems

“all interviews are social interactions”

Differences in attractiveness

Differences of age…

Differences in race and culture…

Face-to-face InterviewsDisadvantages:1. Cost2. Anonymity3. Time consuming4. Social problems

“homophilous persons”

Focus Groups

Focus GroupsAre very popular:

Focus GroupsAre very popular:

Focus GroupsAre very popular:

Focus GroupsEight to twelve people:

Focus GroupsEight to twelve people

Focus GroupsEight to twelve peopleHomogenous

Focus Groups

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

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

Focus GroupsAdvantages: • Relatively fast and easy

Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive

http://www.michelson.com/focus/services.html

http://socrates.berkeley.edu/~pbd/pdfs/Focus_Groups.pdf

Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”

Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”

Focus GroupsAdvantages: • Relatively fast and easy• Relatively inexpensive• “Vocabulary”• “Synergism”

stimulationserendipitysnowballing

Focus GroupsDisadvantages:

Focus GroupsDisadvantages: • Representative

Focus GroupsDisadvantages: • Representative

SelectionSizeModerator problems

Focus GroupsModerator problems

Focus GroupsModerator problemsMust have a good moderator:

Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport

Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive

Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well

Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed

Focus GroupsModerator problemsMust have a good moderator: 1. Must have good rapport2. Socially interactive3. Listens well4. Relaxed5. Likes people

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

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