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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Table 3.1: Pros and Cons of Formats for Focus Groups and Individual Interviews

Format

Pros

Cons

Face to Face

• The session is more convenient for participants and observers.

• Nonverbal reactions can’t be assessed.

• Participants can easily include people in rural areas or small towns, as well as the home- bound.

• It’s more difficult to get reactions to visuals. (They can be sent ahead of time, but you still have less control over exposure.)

• Relative anonymity may result in more frank discussion of sensitive issues.

• Participants can be distracted by their surroundings.

• There may be noise interference from callers’ environments.

Moderator/interviewer and participants are in one room, usually around a table; observers (mem- bers of the research team) are behind a one-way mirror.

Telephone

Moderator/interviewer and participants are on a conference call; observers listen.

  • Body language can be assessed.

  • Observers can be present with- out distracting participants.

  • If the session is videotaped, it can be shared with others who couldn’t attend.

  • Participants give undivided

attention.

  • Responders lose anonymity.

  • The session has higher travel expenses because of multiple locales.

  • The session may be a logistical challenge in rural areas or small towns.

Internet Chat Sessions

Moderator and partici- pants “chat” while observers read.

  • A complete record of session is instantly available.

  • Relative anonymity may result in more frank discussion of sensitive issues.

  • The session is useful only for participants comfortable with this mode of communication.

  • The relatively slow pace limits topics that can be covered.

  • There’s no way to assess whether part- icipants meet recruitment criteria.

  • Body language or tone of voice can’t be assessed.

  • It’s more difficult to get reactions to visual presentations. (They can be sent ahead of time, but you still have less control over exposure.)

  • Participants can be distracted by their surroundings.

Chapter 3: Gaining and Using Target Audience Insights

61

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