MKTG 320 Chapter Notes - Chapter 4: Delphi Method, Focus Group, Group Dynamics
Document Summary
Qualitative research: research whose finding are not subject to quantification or quantitative analysis. Group dynamics: interaction among people in a group. Focus group: a group of 8 to 12 people who are led by a moderator in an in depth discussion on one particular topic or subject. Focus group facility: a research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audio- visual feed. Focus group moderator: a person hired by a client to lead the focus group, this person should have a background in psychology or sociology or at least marketing. Discussion guide: a written outline of topics to be covered during a focus group discussion. Instant analysis: moderator debriefing, offering a forum for brainstorming by the moderator and client observers. Individual in-dept interviews: one-on-one interviews that probe and elicit detailed answers to questions, often using nondirective technique to uncover hidden motivations.
