Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Focusgroupmetodologia 110615224411-phpapp02

263 views

Published on

  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Focusgroupmetodologia 110615224411-phpapp02

  1. 1. METODOLOGÍA  Planeación  Reclutamiento  Moderación  Análisis  Reporte Planeación Reclutamiento Moderación Análisis Reporte 1 2 3 4 5 6 7 8 9 10 11 12 (semanas)
  2. 2. Planeación  Definir el propósito del proyecto  Identificar el rol del sponsor1 en el proyecto  Identificar el staff  Desarrollar la línea del tiempo del proyecto  Determinar quienes van a ser los participantes  Elaborar la guía de preguntas  Desarrollar un plan de reclutamiento  Determinar el local, los días, tiempos de las sesiones  Diseñar el plan de análisis  Especificar los elementos del reporte final 1 Sponsor: es la entidad o empresa que contrata o aporta para la realización de la investigación. Planeación 1 2 3 4 5 6 7 8 9 10 11 12 (semanas)
  3. 3. Caso Práctico KFC OBJETIVOS:  Realizar un análisis de cada una de las dos recetas : receta “crispy” y receta “spicy crispy”.  Realizar un análisis comparativo de las dos alternativas.  Analizar el comportamiento de las nuevas recetas frente a la receta original PREPARACION DEL AMBIENTE FISICO:  Una sala específicamente acondicionada con el espejo de una sola visión para poder monitorear la reunión. Las sesiones fueron grabadas para luego transcribirlas
  4. 4. Guía de Preguntas.  Presentación de la bandeja de pollo (crispy o spicy crispy) con la finalidad de captar las primeras reacciones.  Ofrecimiento para que degusten las presas de pollo presentadas.  Evaluación organoléptica  Color y aroma  Sabor, grado de sal y condimentos percibidos.  Textura, consistencia y crocancia  Jugosidad y cocimiento  Grado de aceptación (uso de escala vigesimal)  Razones de aceptación  Razones de rechazo  Qué nombre le pondrían al producto. Connotación y grado de aceptación del nombre propuesto.  Disposición de compra  Frecuencia  Magnitud  Una vez degustadas ambas preparaciones se solicita realizar una comparación.  Semejanzas y diferencias  Orden de preferencia  Razones de preferencia  Cuántas de cada diez veces elegiría cada receta.  Principales consumidores intuidos para cada participación.  Asociación con otras preparaciones de pollo.  Qué opinión tienen de la cadena Kentucky Fried Chicken Caso Práctico KFC
  5. 5. Reclutamiento  Definir a la población  Definir los segmentos de la población  Identificar la composición apropiada para cada grupo  Dividir por criterios a los participantes  Desarrollar invitaciones para el reclutamiento.  Hacer los contactos iniciales del reclutamiento con los participantes potenciales  Determinar los procedimientos de recordatorio para asegurar la asistencia. Reclutamiento Planeación 1 2 3 4 5 6 7 8 9 10 11 12 (semanas)
  6. 6.  Un equipo conformado por 7 personas entrenado en técnicas de selección  Organización de las reuniones grupales.  La elaboración de los filtros (cuestionarios para demostrar la idoneidad de la muestra elegida) CARACTERISTICAS DEL GRUPO  Tamaño: entre 6 a 9 personas  Nivel Socio Económico: medio alto típico y bajo ascendente (Camacho, Surco, Centro de lima y Miraflores.)  Edad: grupos de niños, jóvenes y adultos  Sexo: Trató de ser homogéneo. En niños fue mixto, pero no en jóvenes y adultos.  Se consideró muy importante la participación de las amas de casa, para ello se formaron 4 grupos con personas dedicadas a esta labor. Caso Práctico KFC
  7. 7. Moderación  Definir el rol del moderador  Decidir si se van a necesitar más de un moderador para el proyecto.  Capacitar y/o entrenar a los moderadores  Realizar las preguntas para la guía de discusión  Identificar materiales externos que podrían ser útiles en las sesiones. Reclutamiento Planeación 1 2 3 4 5 6 7 8 9 10 11 12 (semanas) Moderación
  8. 8. Caso Práctico KFC  La moderación o conducción de los grupos estuvo a cargo de una psicóloga especializa en este tipo de investigaciones cualitativas y con una clara orientación y conocimientos sobre mercadotecnia.  Los Focus Groups fueron conducidos entre la segunda y tercera semana de junio del 1992.
  9. 9. Análisis y Reporte  Estimar el tiempo del análisis  Analizar los apuntes, los audiovisuales, comentarios y otra información  Estudiar la información recolectada para determinar las conclusiones claves.  Organizar los resultados del análisis para elaborara el formato del reporte final.  Preparar el reporte final  Reunirse con los sponsors para la entrega del reporte final del proyecto. Reclutamiento Planeación 1 2 3 4 5 6 7 8 9 10 11 12 (semanas) Moderación Análisis Reporte
  10. 10. Caso Práctico KFC PREFERENCIA TOTAL NIÑOS VARONES MUJERES MEDIO ALTO TIPICO BAJO ASC/BAJO 18 A 25 26 A 40 18 A 25 26 A 35 36 A 50   % % % % % % % % % SPICY 61 81 82 44 57 83 20 41 80 CRISPY 39 19 18 56 43 17 80 59 20 TOTAL(BASES) 90 16 17 16 14 12 15 44 46 Preferencias CRISPY 39% SPICY 61% SPICY CRISPY
  11. 11. Caso Práctico KFC Lanzamiento de hot wings o alitas picantes Se trata de alas de pollo divididas en dos partes, lo que se conoce con el nombre de “flat” y “drummet”, preparadas con la receta “spicy crispy”. Lanzamiento de pollo spicy crispy En esta etapa se lanzaron todas las piezas de pollo preparadas con la receta spicy

×