I have done my ppt on focus interview for marketing. how to make questionnaire of the market research its helps the understanding all these things of makes questionnair.

1. FOCUS INTERVIEW ON MARKETING
VIKASH KUMAR
MBA17H52
MBA-1 (Marketing)

2. Purpose
To gain insight from the appropriate target market

3. Member’s
8-12
Homogeneous in terms of demographic and socio-economic characteristics.
Experienced with the issue
Have not participated in many focus groups.

4. Other Characteristics
Relaxed environment
1.5 – 2 hours
Record all information including facial expression and body language
Have a moderator to lead the discussion

5. Qualifications of a moderator
Detached but kind
Alert to signs that the group is disintegrating
Stimulate interaction
Encourage respondents to be more specific about generalized comments
Encourage unresponsive respondents to participate.
Flexible – able to alter the planned outline according to the situation
Guide the discussion at an intelligent as well as emotional level.

6. Steps
1. Specify objectives
2. State questions to be answered
3. Screening questions – on familiarity and knowledge of the subject matter, usage behavior,
attitude and participation in focus groups and demographic characteristics
4. Develop the moderator’s outline – moderator must understand the clients business, focus
group objectives and how the findings will be used.
5. Conduct the focus group.
6. Review tapes and analyze data
7. Summarize findings and plan follow-up research or action.

7. Synergism – wider range of information
Snowballing – One person’s comments triggers a response from another person.
Stimulated – excitement increases in a group.
Security – participants feel more comfortable to answer in a group with similar
interests.
Spontaneity

8. Advantages
Serendipity – Ideas may arise out of the blue.
Specialization – use of highly trained interviewer.
Flexibility in the topics covered
Speed – many participants at one time

9. Misuse – Some people consider the results as conclusive when it should be just
exploratory.
Misjudge – client and researcher bias.
Difficult to moderate
Difficult to code, analyze and interpret.
Not representative of the general population and not projectable.