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Focus Group Moderator Guide Background

The moderator guide outlines a focus group discussion about cell phone features and purchasing decisions. It includes an introduction where the moderator will welcome participants and explain the purpose of the focus group. Ground rules are established encouraging open sharing of opinions. Participants will then introduce themselves and answer background questions about their current cell phone brand, features they like, and reasons for choosing that phone. The bulk of the discussion will focus on important phone features, attributes, and price points. At the end, participants may design their ideal phone and discuss the social impact of cell phones.

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Mynutsa Smelly
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221 views3 pages

Focus Group Moderator Guide Background

The moderator guide outlines a focus group discussion about cell phone features and purchasing decisions. It includes an introduction where the moderator will welcome participants and explain the purpose of the focus group. Ground rules are established encouraging open sharing of opinions. Participants will then introduce themselves and answer background questions about their current cell phone brand, features they like, and reasons for choosing that phone. The bulk of the discussion will focus on important phone features, attributes, and price points. At the end, participants may design their ideal phone and discuss the social impact of cell phones.

Uploaded by

Mynutsa Smelly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Focus Group Moderator Guide

 Background:
Welcome, and thank you for coming to our focus group discussion about cell
phones today. I am Tony Stank, my independent research firm Impact Research
was hired to get your feedback about the most important attributes that drive
you to buy a new cell phone.
The company wants to find out what features they should include in this
cellphone to make it the most attractive of the newest and hottest cellphones
on the market.

 Rules of Focus Group


We want you all to talk freely about your opinions today. Remember there is no
right or wrong answers so please share openly. We want to hear from everybody,
just not at the same time.
We appreciate that you agreed to participate in what will become an
example of
a focus group that will be used as part of an online course for UC Davis
Extension on Qualitative Research.
The consent form you signed allows us to use audio and video segments from this
group for instructional purposes only.
Since this is for a course, there may be times throughout the group where we will
need to ask you to repeat one of your comments if the videographer missed it. We
appreciate your cooperation in advance.
When a report is written, there will not be any identifying factors in the
report; your name or likeness will not be used.
The group should last no longer than 90 minutes. Please refrain from leaving
the room until the group is over and make sure to turn off your cell phone.
Please face your table-tent with your name towards me so I can see it.

 Introductions
I am Tony Stank, a moderator of focus groups while also learning about it. I love
playing football and hanging out with my friends in
my free time

 Background Questions on Current Cell Phone:


1) Let’s start by going around the room again and tell me first what cell phone
brand and model you have and what features you like about your current cell
phone.
2) What made you choose that brand in the first place?
3) If you considered another type of phone when you were buying your
current one, what made you decide not to buy that one?
4) Did you switch from another brand?
5) What made you decide to buy this one over that one?
6) What are things you don't like about your cell phone compared to others?
7) When do you use your cell phone for the most?

 Features and Apps (20 minutes)


1. What features or Apps are the most important on your cell phone? You
named some already.
2. Thinking about some these phone features or apps you mentioned, as I read
each one by raising your hand, which would you say is the most important to
you? Then least important?
3. Did we miss any other features?

 Phone Attributes
4. Thinking about specific attributes/technical specs, what sold you on the
cellphone when you are making a decision to purchase?
5. What were most important to you?
6. “Least important?” features made you purchase the Phone
7. How many of you would NOT buy a phone if it had poor performance with
each attribute.

 Price
8. How do you feel about the price you paid for your cell phone? Was it worth
the cost?
9. Thinking about a cellphone price, what do you think would be the most
acceptable price range and payment plan for a cellphone that had all of the
most important features you have mentioned?

 Design
If you could design a new cell phone, what would it look like and what would it
do?

 The Social Aspect of the Phone


What are you feelings about how cell phones either help or hurt face-to-face
communication with friends or family?
Anything else you want to add?

 Closing
We have shared a lot of important information today about what types are
things are important to you about your cell phone experience. We all have
interesting priorities when it comes to our cell phone.
Once again, I want to thank you for taking the time out of your busy schedule to
come to the focus group tonight. We hope you had a good time.

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