1. Theories of the Interview
Focus Groups
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Theories of the Interview

2. Theories of the Interview
1. Definition
Small group of people
Central location for intensive discussion
With a moderator (ER)
Focuses discussion on various issues
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Theories of the Interview

3. Theories of the Interview
2. Purpose
Probe for qualitative data
Generate new ideas
Gather reactions to a stimulus product
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Theories of the Interview

4. Theories of the Interview
3. Advantages
Respondents talk freely
Economical
Multiplicative
Simulates life
Quick results
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Theories of the Interview

5. Theories of the Interview
4. Disadvantages
Small sample size
Overuse
Unrealistic introduction of info.
Can not probe everything
Participants may not be typical
Over-talkers and under-talkers
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Theories of the Interview

6. 5. Special considerations
Probe appropriately
Cultivate interaction
Avoid moderator bias
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Theories of the Interview