Focus group research is a very common method for PR. What occurs during a focus group? What role does the moderator play? What are the benefits and drawbacks of focus group research?
What will be an ideal response?
A focus group is essentially a collective depth interview ideally conducted with between six to 12 participants. Thus, it allows for the flexibility of follow-up questions and the group situation stimulates discussion. It’s typically video recorded for later analysis of both spoken and visual expressions. The moderator’s skill is crucial in establishing rapport, posing questions, probing for insight, and managing any participants who might tend to control the conversation.
Focus group research is relatively inexpensive and allows for recruiting and assembling participants rather quickly, yielding immediate findings. However, there are some disadvantages. Depending on circumstances, it may be hard to get a group of suitable participants all together at the same time, in the same place. It’s also unpredictable: some participants may be inhibited by public speaking or being recorded. As with any qualitative methods, results cannot be generalized to a larger population.
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Fill in the blanks with correct word
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and maintain relationships in which the ratio of rewards relative to your costs is approximately equal to your partner's is called __________ theory. A) equity B) intimate C) relationship D) social penetration
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According to ______ the media produce messages that support the dominant ideology.
A. agenda setting theory B. encoding/decoding theory C. social cognitive theory of mass communication D. cultivation theory