MC 495 Lecture Notes - Lecture 4: Nonverbal Communication, Group Psychotherapy, Group Dynamics
6 Jul 2016
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Qualitative method: trying to discover new ideas: quantitative is like a survey, not trying to find out new information, you"re trying to validate what you already think. Reasons to conduct: trying to get feedback during the development phase of a product or service, testing messages (copy test, concept test to see what sticks out, determining the appropriate audiences. Advantages: relatively inexpensive compared to other methods, typically all about the group dynamic. Can get more credible information because of comfort of communicating in groups: flexibility in procedure and recruiting particpants. Disadvantages: group dynamics can make control difficult, relies on willingness of participants to be honest, more sensitive topics are tough because people could be embarrassed to talk about that in front of a group. Somewhere between 24 and 36 participants to get reliable results. If you want 12 people, recruit 16 or 18 people. Moderator: what he thinks is the most important part***: qualities of moderator.
