Focus Groups
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Focus group basics for PR Campaigns at the Univ of Oregon

Focus group basics for PR Campaigns at the Univ of Oregon

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Focus Groups Focus Groups Presentation Transcript

  • FOCUS GROUPS
  • WHAT IS A FOCUS GROUP? SEMI-STRUCTURED “GROUP INTERVIEW” FOCUSED DISCUSSION WITH MODERATOR 6 – 12 PARTICIPANTS, 1 – 3 HOURS HOMOGENOUS GROUP SOCIALLY-ORIENTED
  • WHAT CAN A FOCUS GROUP DO? EXPLORE ATTITUDES, OPINIONS, BEHAVIORS, BELIEFS & RECOMMENDATIONS OF A GROUP DEFINE PROBLEMS, GATHER REACTIONS TO PROPOSED SOLUTIONS, EXPLORE FEELINGS AND REASONS BEHIND DIFFERENCES TEST MESSAGES, MAKE PACKAGING DECISIONS, DETERMINE THE RIGHT OUTLETS AND PUBLIC FOR PRODUCTS OR MESSAGES, GAUGE PUBLIC REACTION TO POSITIONS, EXPLORE OPINIONS ABOUT COMPANY PERFORMANCE
  • ADVANTAGES OF A FOCUS GROUP SOCIALLY-ORIENTED: USEFUL IN PROBLEM DEFINITION AND MESSAGE TESTING. POSSIBLE TO PROBE POSITIVE OR NEGATIVE REACTIONS RELATIVELY INEXPENSIVE, QUICK RESULTS FLEXIBLE