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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Working With Community Organizations (Partners) To Conduct Focus Groups

You’ll need a formal or informal agreement to conduct focus groups with your partner. Working with your contact at the partner organization, develop an agreement that includes the following elements:

  • A description of your organization

  • A description of the material/topic to be discussed and its purpose

  • Details about participants to be recruited

  • An outline of activities involved

  • The incentives you are offering the partner organization and/or the participants

  • A detailed explanation of why the partner should not reveal details about the topic to participants

in advance

  • How you will protect participants’ confidentiality

  • If and how you will share the information learned

Once you have an agreement, decide how you will recruit participants. One idea is to conduct your

research as part of one of the partner organization’s regular meetings. Here are the pros and cons of this approach:

Pros:

  • Little extra effort is required to recruit participants.

  • Minimal or no incentives may be involved.

  • Your partner’s regular, convenient, and familiar meeting place can be used.

Cons:

  • You have little control over the number of people who will come or the composition of the focus group. Respondents are likely to know one another, which will affect the focus group’s dynamics and make results less reliable.

  • Because a focus group may last one or two hours, it is difficult to place it on the agenda of a regular meeting.

  • Scheduling the focus group for the near future may be difficult, because many organizations set their calendars months in advance.

Continues

Chapter 3: Gaining and Using Target Audience Insights

65

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