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Marketing Research Articles Related to Focus Group Moderating

Marketing Research Articles Related to Focus Group Moderating

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Minimizing client problems on focus group projects

Published
December 1987
Author
Naomi R. Henderson
Abstract
Moderator Naomi Henderson, founder and president of research firm RIVA, outlines ways to minimize focus group problems. Following certain steps can make focus groups more effective.

The solid gold focus group

Published
December 1988
Author
Harold C. Daume Jr.
Abstract
This article discusses what has led to rising costs of focus groups and 12 practical ways to reduce these costs and increase the utility of focus groups.

Conducting qualitative research with children

Published
March 1988
Authors
Dana Blackwell and Brett Blackwell
Abstract
Children are able to give honest and open answers for market research, but child research can be a serious and sometimes difficult task. The author provides some aspects to think about when conducting child research.

Focus groups aid positioning of new boiler control technology

Published
April 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To determine how to market a new boiler system technology and identify the target audience, Cleaver-Brooks conducted focus groups with prospective buyers from a variety of industries and applications, such as hospitals, manufacturing plants, schools and universities. Via an earpiece, the moderator received coaching from company observers throughout the focus group process to ask follow-up probing question or to rephrase questions. Field tests with sample customers were also completed.

Uses and misuses of business-to-business focus groups

Published
April 1990
Author
Alan Zimmerman
Abstract
This article summarizes several common mistakes commonly made in the design of business-to-business focus groups and provides guidance on when to use focus groups as well as best practices strategies when choosing this qualitative research method. The article offers a number of examples of how specific businesses have successfully used focus groups.

Client ground rules for observing focus groups

Published
December 1990
Author
Naomi R. Henderson
Abstract
This article delineates helpful ground rules for participants and observers of focus groups. The author offers detailed guidance for observers, covering topics such as what to do before the focus group begins, allowing for flexibility in the moderator’s treatment of the questions, understanding the likelihood of participants straying from ground rules, strategies for listening and observing, and managing relationships with the location and the moderator.

How to keep respondents from taking over focus groups

Published
December 1991
Author
Judith Langer
Abstract
This article describes 18 body language and verbal techniques to help moderators handle difficult dynamics in focus groups without stifling the research process.

Backroom moderators...or How two perspectives are better than one

Published
December 1991
Author
Tim Huberty
Abstract
While focus groups and one-on-one interviews often use a two-way mirror so that clients can observe the dynamics unseen and discuss what is happening during the event, researchers usually only record what is happening on the user and moderator side of the mirror. The insights behind the mirror are lost. This article suggests that researchers use two moderators, one for each side of the mirror, to capture information from the back room as well as the front room.

Tips on controlling focus group crosstalk

Published
December 1991
Author
Stephanie Tudor
Abstract
This article provides recommendations for controlling crosstalk in focus groups. Crosstalk happens when more than one respondent speaks at a time, or when respondents interrupt each other, or when there is a constant background of secondary conversation going on while the main respondent is speaking.

Beyond conventional focus groups: emerging options for qualitative research

Published
December 1991
Author
Hy Mariampolski
Abstract
This article describes variations on conventional focus groups and discusses how to avoid pitfalls in implementing them. Different approaches include expanding the time frame, using different types of venues (e.g., homes, on-site, restaurants), reducing the number of participants, incorporating structured confrontation rather than emphasizing consensus and creating an iterative process that builds on prior focus group experiences.

Focus on advertising: When, why & how to use qualitative research

Published
December 1991
Author
Daniel Oromaner
Abstract
This article discusses when to use qualitative advertising research, what to consider in planning such research, and what new qualitative techniques are available for exploring advertising. Particular methodology issues include the use of one-one-one interviews vs. focus groups, the number of ads tested and the types of user reactions to measure.

The art of moderating: A blend of basic skills & qualities

Published
December 1991
Author
Naomi R. Henderson
Abstract
Effective moderators use a variety of skills and techniques to garner opinions. beliefs, and attitudes from the group in a two-hour period. This article describes 16 basic moderator skills and provides clients with 20 questions to ask if the data is not on par with expectations to determine if the problem is moderator-driven or due to some other factor.

Principles of rapport - focus group moderation

Published
March 1991
Author
David Farlow
Abstract
This article describes effective communication techniques for developing rapport so that a focus group facilitator can obtain needed information The author focuses on neurolinguistic programming and analytical persuasion methods as well as commonsense techniques for putting people at ease.

Natural group interviewing revisited

Published
May 1991
Author
Michael E. Curtis
Abstract
This article updates a previous article published in Quirk's Marketing Research Review in the December, 1988 issue: "Natural Group Interviewing" by David Pagnucco and Robert Quinn. Natural group interviewing takes into account the explicit interactions that occur in groups of two or more individuals who may play a role in a purchasing decision making process. The Automotive Research Group of Maritz Marketing research included the natural group interviewing (NGI) concept as part of three major product clinics. This article addresses approaches to gathering quantitative and qualitative data when using NGI and issues related to respondent show rates and recruiting when using NGI.

How qualitative researchers see the consumer of the 90s

Published
December 1992
Author
Judith Langer
Abstract
Over 40 qualitative researchers shared their insights about the current state of the consumer. The Qualitative Research Consultants Association (QRCA) conducted its first Trends Identification Project with the goal of asking its members if the 1990s consumer is different from the 1980s consumer. Members responded to a questionnaire with open-ended questions and two closed-end questions. Five members of the QRCA board also participated in a telephone focus group for the study.

Moving client/moderator communications into the 1990s

Published
December 1992
Author
Thomas Greenbaum
Abstract
Historically, client observers have communicated with their moderator during a focus group session by sending a note into the group room by an employee of the focus group facility. This article discusses several reasons why this practice negatively affects client observers behind the one-way mirror as well as participants and the moderator in the group room. The author suggests alternate strategies for communication between the moderator and the client observers.

Qualitative report writing - is faster better?

Published
December 1992
Author
Naomi R. Henderson
Abstract
This article addresses two types of qualitative reports – a top-of-mind report (“rapid write”) and a full report (“rest and write”) - and the issues that surround the speed at which each report is generated.

Focus groups with physicians have different requirements than those with consumers

Published
January 1992
Author
Thomas Greenbaum
Abstract
This article highlights the key factors that should be considered in implementing focus groups with physicians to maximize the quality of the research. Issues include recruitment and screening considerations, the need to elicit personal perspectives rather than expert judgments about the product, and specific implementation considerations to create a focus group that fully engages the participants.

Qualitative research professionals are much more than just moderators

Published
June 1992
Author
Ruth L. Zanes
Abstract
This article distinguishes the professional qualitative researcher from the focus group moderator and describes how qualitative researchers add value to six areas of the qualitative process.

Story analysis in qualitative research

Published
December 1993
Author
Lois Steinberg
Abstract
Many social scientists have claimed that researchers should listen to stories to understand why people act the way they do. Researchers conducted four studies to compare story analysis and traditional qualitative methods. The studies dealt with self-image, bank selection, beverage consumption and office product use.