0 lowenstein moderator prague presentation motivation may 2012
Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator...
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Transcript of Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator...
![Page 1: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/1.jpg)
Market Research Costs
Team E
![Page 2: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/2.jpg)
Focus Groups
![Page 3: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/3.jpg)
Focus Groups
0Average session includes 4-12 participants, a moderator and a note-taker
0Moderator asks questions and ensures conversation stays on track
0Note-taker makes note of reactions
![Page 4: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/4.jpg)
Focus Groups
0Average session includes 4-12 participants, a moderator and a note-taker
0Moderator asks questions and ensures conversation stays on track
0Note-taker makes note of reactions
Qualitative Data
![Page 5: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/5.jpg)
Focus Groups
Pros
• Rich information
• Observed reactions
Cons
• Costly• Limited
anonymity
![Page 6: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/6.jpg)
Focus Groups
![Page 7: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/7.jpg)
Focus Groups
Three focus groups:$15 600
![Page 8: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/8.jpg)
Online Surveys
![Page 9: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/9.jpg)
Surveys
0Set of questions that participants are asked to answer
0Open ended or closed ended questions
0Questions follow a strict process
![Page 10: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/10.jpg)
Surveys
0Set of questions that participants are asked to answer
0Open ended or closed ended questions
0Questions follow a strict processQuantitative Data
![Page 11: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/11.jpg)
Surveys
Intercept• A representative invites potential participants in-store
Phone• A representative contacts potential participants by
phone
Mail/E-mail• A representative sends surveys to potential participants
![Page 12: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/12.jpg)
Surveys
Pros
• Ease of data collection
• Convenience for participants
Cons
• Low response rates
• Risk of misinterpretation
![Page 13: Market Research Costs Team E. Focus Groups 0 Average session includes 4-12 participants, a moderator and a note-taker 0 Moderator asks questions and.](https://reader035.fdocuments.in/reader035/viewer/2022070323/56649dc95503460f94abf280/html5/thumbnails/13.jpg)
Surveys
0 Intercept:0 Average per survey cost: $17,500 + 2%0 1000 respondents: $280,000
0 Telephone:0 Average per survey cost: $400 1000 respondents: $40 000
0Difficult to achieve 1000 respondents due to non-response rate
0 Online:0 Monthly Costs:
0 $17/month; limited survey flexibility0 $24/ month; comprehensive survey adjustments