Focus Group:
A focus group is a form of qualitative research
in which a group of people are asked about their perceptions, opinions,
beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants
are free to talk with other group members. The first focus groups were
created at the Bureau of Applied Social Research in the USA, by associate director, sociologist Robert K. Merton. The term itself was coined by psychologist and marketing expert Ernest Dichter.
In the world of marketing,
focus groups are seen as an important tool for acquiring feedback
regarding new products, as well as various topics. In particular, focus
groups allow companies wishing to develop, package, name, or test market
a new product, to discuss, view, and/or test the new product before it
is made available to the public. This can provide invaluable information
about the potential market acceptance of the product.
Focus Group is an interview, conducted by a trained moderator among a
small group of respondents. The interview is conducted in an
unstructured and natural way where respondents are free to give views
from any aspect.
Variants of focus groups include:
- Two-way focus group - one focus group watches another focus group and discusses the observed interactions and conclusion
- Dual moderator focus group - one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered
- Dueling moderator focus group - two moderators deliberately take opposite sides on the issue under discussion
- Respondent moderator focus group - one and only one of the respondents are asked to act as the moderator temporarily
- Client participant focus groups - one or more client representatives participate in the discussion, either covertly or overtly
- Mini focus groups - groups are composed of four or five members rather than 6 to 12
- Teleconference focus groups - telephone network is used
- Online focus groups - computers connected via the internet are used
Questionnaire:
general info:
1. How old are you?
2. What is your highest level of education?
3. What is your sex?
4. What is your race?
5. What type of job do you have? How many hours do you work per week?
product/service info:
1. What is your immediate reaction to the name of this company?
2. How quickly do you realize the pronunciation of the company name?
3. What types of services/products do you think we offer?
4. What emotional response do you have to the name of this company?
5. Does the name reflect the product/service accurately?
6. Is this a service/product you would purchase/participate in? Why?
7. Do you know someone else that would be interested in this product/service?
8. How familiar are you with this type of product/service? Have you ever purchased a product/service similar to this?
9. Is there something you would change about the name or product/service?
10. Is this a product/service that you would discuss about or refer to others?
1 Diplomatic
Interpreter
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Translators
Interpret oral or sign language or translate
written text from one language into another
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2 Software Applications Architect
15-1132 Software Developers Applications
Develop create
and modify general computer applications software or specialized utility
programs. Analyze user needs and develop software solutions. Design software or
customize software for client use with the aim of optimizing operational
efficiency. May analyze and design databases within an application area working individually or coordinating
database development as part of a team. May supervise computer programmers.
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3 Aircraft Design Engineer
17-2011 Aerospace Engineers
Perform engineering duties in
designing constructing and testing aircraft missiles and spacecraft May conduct basic and applied research
to evaluate adaptability of materials and equipment to aircraft design and
manufacture May recommend
improvements in testing equipment and techniques.
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4 Production Machinist
51-4041
Machinists
Set
up and operate a variety of machine tools to produce precision parts and
instruments. Includes precision instrument makers who fabricate, modify, or
repair mechanical instruments. May also fabricate and modify parts to make or
repair machine tools or maintain industrial machines, applying knowledge of
mechanics, mathematics, metal properties, layout, and machining procedures.
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5
Applied Exercise Physiologist
29-1128
Exercise Physiologists
Assess,
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composition, muscular strength, muscular endurance, or flexibility. Excludes
"Physical Therapists" (29-1123), "Athletic Trainers"
(29-9091), and "Fitness Trainers and Aerobic Instructors" (39-9031).
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Exercise Physiologists
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