广告调查（第二版）英文 指导手册 Davis-Instructors-Manual-ch06 Focus Groups

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

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6. FocusGroups

ChapterGoals

Afterreadingthischapterstudentsshouldhaveabetterunderstandingof:

• whenfocusgroupsaremostappropriatelyused.

• thefocusgroupplanningprocess,includingallmaterialsthatneedtobedevelopedinsupportofthegroups.

• howfocusgroupsareconducted.

• howtoviewgroupstoincreaseinsightsandusefulness.

• thestrengthsandweaknessesofonlinefocusgroups.

NotestotheInstructor

TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch6.ppt.

Thesupplementalreadingsforthischapterrelatetotheplanningandresultsoffocusgroupsdesignedtoprovideinsightsforanadvertisingcampaigndesignedtoreducetheincidenceofindividualsdrivingwhiledrowsy.Thescreener,moderator’sguides,advertisingconceptsandfocusgroupresultsareallprovided.

ChapterLecture

Slide6-2 Focusgroupdefinedasagroupofeighttotwelveindividualswho:

• takepartinacarefullyplannedseriesofdiscussions,whichis

• heldinapermissive,non-threateningenvironment,andis

• ledbyatrainedmoderator,where

• discussionsaredesignedtouncoverattitudesandperceptionsin

predefinedareasofinterest,tobetter

• enabledecision-makerstomakemorefullyinformedandmoresuccessfuldecisions.

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Usedtorespondtoabroad-rangeofadvertising-relatedneeds,forexample:

• advertisingstrategy

• reactionstoalternativeadvertisingmessagesandapproaches

• reactionstocurrentapproachestobrandandcategoryadvertising

• identifyingperceivedanddesiredcategoryandbrandbenefitsandexploringpotentialwaystoexpressthesebenefitsthroughadvertising

• developingandrefininghypothesesregardingconsumermotivations

• developingandobtainingreactionstopotentialnewproductsandnewproductideas.

Manycautionagainstusingfocusgroupstomake“go-nogo”decisionsonadvertisingcreative.Theevaluationofadvertisingcreativeinfocusgroupsshouldonlybedonetoobtainanunderstandingofalternativeapproaches’potentialstrengthsandweaknessesandnottoselecta“winningad.”

I.PlanningforFocusGroups

Focusgroupplanningtypicallyfollowsawell-definedsequenceofevents.

A.SelectaModerator

Planningbeginswithtwosimultaneoussetsofactivities.Onelineofactivityrelatestothegroupmoderatorandmoderator-relatedactivities.Thefirststeprelatestoevaluationofpotentialmoderatorsandtheselectionoftheonemoderatorwhowillconductthegroups.

Desiredmoderatorcharacteristicsinclude:

• genuinelyinterestedinhearingotherpeople'sthoughtsandfeelings

• abletoverbalizeandclearlyexpresstheirownfeelings

• animatedandspontaneousconversationalists

• activelisteners

• abletounderstandhowothersfeelandseelifefromtheperspectiveofotherpeople

• cognizantof,andabletocontrol,theirownbiases

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• inquisitiveabout"whatmakespeopletick"

• flexibleandabletorespondquicklytochangingsituations

• innovativeandabletofacilitategroupdiscussion

Itisimportantforgroupmemberstobecomfortablewiththedemographiccharacteristicsofthemoderator.

Moderatorshouldhavegoodadvertisingandbusinesssense.

B.BrieftheModerator

Onceselected,themoderatorisbriefedontheresearchproblem,researchgoals,informationalneeds,timing,andotherstudyparameterssuchasproducts,materials,orothertangibleitems(forexample,productstobetasted)tobeusedduringthefocusgroups.Thegoalistomakethemoderatorknowledgeableenoughsothatheorshecanprobeimportantareas.

C.Prepare,Evaluate,andReviseDiscussionGuide

Thediscussionguideistypicallydraftedbythefocusgroupmoderator.Itpresentsquestionsandtopicareastobeaddressedinthegroup,notingtheorderofpresentationandanyrequiredprobes.Itisnotnecessarytofullywriteoutthequestionstobeasked.

Thedraftdiscussionguideshouldbediscussedwithallindividualsinvolvedintheresearchpriortoinitialfocusgroup.Duringthisdiscussionthemoderatorshouldexplain:(1)therationaleunderlyingtheguide’sorganization,payingparticularattentiontoquestionflowandsequence,(2)howquestionwordingandsequencingwillallowdecision-makerstoobtaindesiredinsightsand(3)howtheguidewillbeusedasaroadmap.

D.DetermineGroupCharacteristics

Thefirstdecisionrelatestogroupcomposition.Compatibilityiskey-themorecomfortablemembersofagrouparewitheachother,themorelikelytheyaretoengageinconversationandprovidedeeper,morepersonalcommentsandinsights.

Compatibilitydoesnotmeanthatallmembersofagroupareidenticalacrossalldimensions.Compatibilitydoesmeanthatmembersofthegroupshareenoughcharacteristicsinimportant,definingareas,tomakeeachmembercomfortablewiththeothers.Sometimescompatibilityisdefinedintermsofattitudes,othertimesintermsofbehaviorsordemographics.

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E.DeterminetheNumberofRequiredGroups

Itisgenerallyunwisetoconductonlyonesetofgroupsperlocation.Givensmallsamplesizesandnonrandomsamplingprocedures,itisdangeroustorelyontheperceptions,attitudes,andbehaviorsofonegroupofindividuals.Thus,itisgenerallyrecommendedtoconductatleasttwogroupsperlocation.

Thenumberoflocationsselectedforgroupsreflectstheextenttowhichitisbelievedthatgeographicdifferencesaffectsalientattitudesandbehaviors.Wheregeographicdifferencesarefelttoexist,setsofgroupsshouldbeheldingeographicallydiverselocations.Ingeneral,geographicdiversityprovidesgreaterinsightsandreducesthelikelihoodofrespondentsfromasinglegeographicareaskewingtheresults.

F.SelecttheFacility

Mostfocusgroupsareheldatspeciallydesignedfacilitieswhichshouldhaveatminimum:areceptionareainwhichtogreetandorganizerespondentspriortothegroup,aconferenceroomwithaone-waymirrorinwhichthegroupwillbeheld,videoand/oraudiorecordingcapabilities,andaviewingroom.

Facilitiestakeeitherconferenceroomorliving-roomapproach.

Facilityshouldbelocatedinaplacethatisconvenientlylocatedforthegroupparticipants.

G.ScheduleGroups,SpecifySample,andRecruitParticipants

Focusgroupsinwhichparticipantsarenotemployedoutsidethehomemaybeconductedineitherthedayortheevening.Groupsconductedamongthoseemployedoutsidethehometypicallytakeplaceintheevening(commongrouptimesare6P.M.and8P.M.).

Mostfocusgroupfacilitieshavethecapabilitytorecruitrespondents.Ascreenerisusedtoidentifydesiredparticipantsandassigneachdifferenttypeofparticipanttoadifferentgroup.Screeneralsoeliminates"undesirable"respondentswhoare:professionalfocusgroupparticipants,thoseinvolvedintheadvertisingormarketingprofessions,orarea“specialist”inthearea.

Animportantpartofrespondentrecruitmentistheincentive-thefeepaidtorespondentsforparticipatinginafocusgroup.Theamountofanincentivegenerallyreflectsthedifficultyinrespondentrecruiting.Easytorecruitrespondentsmaybepaid$30-$40whilehardertorecruitrespondents,suchasthoseinspecializedbusinesses,maybepaidupwardsof$150.

Thefinalpartoftherecruitmentprocesstakesplacejustbeforethegroupsbegin.Recruitedrespondentsaregivenawrittenversionofthescreener(whichwasusedforrecruitment)tocomplete.Thisre-screening:(1)confirmsthatparticipantsdoinfactpossessthecharacteristicsofinterest,(2)provides

qualityassuranceand(3)ifextrarespondentsareavailablere-screeninghelps

determinewhichonesyouwouldliketodismiss.

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H.ConducttheGroups

Focusgroupstendtofollowthesameprogression:

Prefatoryremarksareusedtowelcometherespondents.Here,themoderatorisintroducedandthefocusgroupsettingandtherulesthatwillgovernthenexttwohoursofdiscussionareexplained.

Thesecommentstypicallyinclude:(a)introductionofthemoderatorbyname,(b)explanationofthemoderator'srole,(c)specificationofthetopicunderdiscussion,(d)rulesforparticipants,(e)monitoringand(f)rulesforreporting.

Introductionsandpersonalinformationarewhereeachmemberofthegroupstateshisorhernameandtellssomethingabouthimorherselfthatisrelatedtothefocusofthediscussion.Servesthreepurposes:(1)providesanopportunityforeachrespondenttotalk,(2)helpstoestablishgrouprapportand(3)sharesinformationrelatedtothetopicofthegroupandbeginstofocusrespondentsontheareaofgroupdiscussionandinquiry.

Settingthecontextfordiscussion.Ashortseriesofquestionsshouldbeaskedthatprobeattitudesandbehaviorsspecifictothetopicofthegroup.

Discussion.Themajorityofgrouptimeisthendevotedtothemaindiscussion.Themoderatorusestheopen-endedquestioning,probingandprojectivetechniquesdiscussedearliertostimulateandleadthediscussion.

Summary.Themoderatorpresentsasummarytoconfirmhisorherunderstandingofthegroup'sprimarycommentsandperspective.Thsservesthreepurposes:(1)makescertainthatwhatthemoderatorthinksheorsheheardis,infact,correct,(2)groupparticipantshaveonefinalopportunityto

maketheiropinionsknownand(3)aclearandconcisesummaryisprovidedfor

individualsintheviewingroom.

Finalquestions.Moderatorsoftenexcusethemselvesfromthediscussionroomafterthesummary(justbeforetheendofthegroupdiscussion)totakeviewingroomquestions.

Thegroupthenendswithathankyouandthepaymentofincentives.

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I.AssessGroupSuccessand,IfNecessary,RevisetheDiscussionGuide

Thediscussionguideshouldbeviewedasafluiddocumentsubjecttorevisionandmodificationasnecessary.Attheendofthefirstsetofgroups,itisoftenadvantageoustoevaluatewhattranspiredandtoplanforthenextsetofgroups.Revisionsmayaddress:

• informationareasthatshouldbeexploreddifferentlyinupcominggroupsbecausethequestioningorprojectivetechniqueswereunsuccessful,

• newquestionareasthatshouldbeexploredinupcominggroups,

• questionareasthatshouldbeeliminatedinupcominggroups.

J.AnalyzeandPresentFindings;ApplyFindingstoDecisionMaking

Here,groupdiscussions,areanalyzed,themajorfindingsarepresentedandthefindingsareusedtoassistinthedecision-makingprocess.

III.ViewingFocusGroups

• Comeprepared

• Startwatchingfromthebeginning

• Focusonthebigpicture

• Listentoeveryone

• Listentoallcomments

• Donotjumptoprematureconclusions

• Donotletcharacterjudgmentsaffecthowthegroupmembers'commentsareperceived

• Donotbebiasedbydominantpersonalities

IV.OnlineFocusGroups

Thereisconsiderabledebateoverwhetheronlinefocusgroupsshouldbeconsidered“real”focusgroups.

• Somearguethattheabsenceofin-personinteractionandtheinabilitytoutilizenonverbalcuespreventsonlineapproachesfrombeing

consideredrealfocusgroups.

• Othersarguethatthesegroupssatisfythebasicdefinitionoffocusgroups:“amethodofgroupinterviewinginwhichtheinteractionbetweenthemoderatorandthegroup,aswellastheinteractionbetweengroupmembers,servestoelicitinformationandinsightsinresponsetocarefullydesignedquestions.”

Therearethreeapproachestoonlinemulti-personinterviews:synchronous,asynchronousandhybrid.

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Synchronousapproachesaretheclosesttotraditionalfocusgroups,ashereallparticipantsareonlineandinteractingatthesametime.

Asynchronousapproachesbuildthediscussionovertime.Thisapproachmakesitunnecessaryforallgroupmemberstobeonlineatthesametime.Themoderatorasksquestionsandgroupmembersleaveresponsestothemoderator’sinitialquestionaswellastoothergroupmember’scomments.Throughoutthediscussion,thrmoderatorinterjectscommentsandadditional

questions,leadingthediscussionintonewareasoraskingrespondentstoclarifyorelaborateon