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Focus Group Moderator Training
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction
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08:45 AM - 10:30 AM Session I
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WHAT IS QUALITATIVE RESEARCH?: How does qualitative research fit into the overall research scheme and how can it be used most effectively. Determine which qualitative research strategy is most effective for your project including pointers for using in-depth interviews, ideation sessions and other qualitative techniques.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:15 PM Session II
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HOW TO DESIGN A QUALITATIVE RESEARCH PROJECT: Pointers on determining how many groups, which respondents to invite, which cities to select and the appropriate moderator. How to create and use an inference ladder to design qualitative projects. Typical costs and fees.
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12:15 PM - 01:30 PM Lunch Break
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01:30 PM - 03:30 PM Session III
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HOW TO CREATE EFFECTIVE DISCUSSION GUIDES: How to create a discussion guide; sequencing of topics and questions; what should and shouldn’t be included in a guide; the inverted pyramid approach; the four main stages of a discussion guide. Sample discussion guides.
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03:30 PM - 03:45 PM Coffee Break
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03:45 PM - 05:00 PM Session IV
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HOW TO CREATE EFFECTIVE DISCUSSION GUIDES (EXERCISE): Using a real-life case study, learn through a "hands on" opportunity to create a guide and compare ideas.
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----- Second Day -----
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08:30 AM - 10:15 AM Session V
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HOW TO ELICIT RESPONSES: Review three levels of eliciting responses; nonverbal communication techniques; questioning skills – direct and non direct questions, probing, the why question and how to avoid it; how to avoid asking biasing questions; unconditional positive regard and other moderator management skills.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:30 PM Session VI
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INTERVIEWING SESSION: One-on-one practice interviews to incorporate the questioning and moderating skills explored in previous sessions.
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12:30 PM - 01:30 PM Lunch Break
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01:30 PM - 03:00 PM Session VII
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HANDLING PROBLEMS UNIQUE TO FOCUS GROUPS: Learn how to "liven up" and bring energy to dull sessions. Video clips and examples of how to handle non-responsive, unqualified or dominant respondents. What to do when respondents ask questions; dealing with other group related dynamics.
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03:15 PM - 05:00 PM Session VIII
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WORKING WITH FOCUS GROUP FACILITIES AND RECRUITERS: How to locate a facility, design a screener and answer questions regarding recruiting problems. How to work with the facility the day of the groups to have the most impactful sessions.
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----- Third Day -----
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08:30 AM - 09:45 AM Session IX
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EFFECTIVE CLIENT INTERACTIONS: How to develop quality communication through a series of groups, including effective listening skills from behind the one-way mirror and debriefing.
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09:45 AM - 10:00 AM Coffee Break
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10:00 AM - 11:45 AM Session X
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EFFECTIVE CLIENT REPORTING: Pointers for writing actionable research reports; analyzing qualitative data; videotapes and transcripts.
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11:45 AM - 12:45 PM Lunch Break
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12:45 PM - 05:00 PM Session XI
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MODERATE A FOCUS GROUP: Practice the skills and behaviors learned during the seminar by moderating a group discussion. (Note: A 15-minute break will be provided during this session.)
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----- Fourth Day -----
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08:30 AM - 08:45 AM Overview
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Overview of the Day's Workshops/Schedule
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08:45 AM - 12:30 PM Session XII
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VIDEOTAPING OF FOCUS GROUP MODERATION: An opportunity to moderate a group of actual respondents which will be videotaped.
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12:30 PM - 02:30 PM Lunch Break (varying schedule)
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12:45 PM - 04:30 PM
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INDIVIDUAL FEEDBACK SESSIONS: Rotating schedule of feedback times for all participants.
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04:30 PM - 04:45 PM Concluding Remarks
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WE HIGHLY RECOMMEND COMBINING 202 WITH
203
FOR A COMPREHENSIVE PROGRAM.
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Focus Group Moderator Training" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Excellent! As much as I learned from the things she said, I also learned from her own interactions with the class and her style in handling group dynamics. Her humor also made it very enjoyable. Extremely valuable (seminar). A very good balance between theory and practice. Just what I hoped for. Topics with which I was familiar were still very valuable with the addition of the experience of the instructor."
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Market Researh Analyst, Frontier Communications Corporation
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"I enjoyed it very much. It was very informative and presented in a very systematic format which prepared the participants for the next topic. Excellent! (The speaker) has a unique talent for drawing participants in immediately and making them feel comfortable. She was extremely well informed and prepared. Very impressive."
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Product Manager, Frey Scientific Co.
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"Very good, indepth information, covered everything from beginning to finish in the qualitative process."
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Sr. Research Analyst, WE Energies
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"This was an excellent experience. I gained a lot of valuable insights on the flow of the discussion guide as well as managing “interesting” personalities within a group."
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Manager of Market Research Analysis, Quality Education Data
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"Excellent. Well worth my time to attend. Good combination of presentation & workshops."
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Research Analyst, Advantage Research
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"The seminar content was nearly a perfect fit for my needs at the time. I was seeking a seminar that would provide both knowledge and hands-on experience across the entire focus group moderation process, from the initial establishment of client objectives and creation of the discussion guide through the moderation of actual focus groups and generation of the final report. Great job."
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Creativity Engineer, Creatonomy
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"Although this seminar is intense in the level of emotions and work involved, it proved to be a fabulous opportunity for which I learned a great deal."
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Marketing Research Analyst, Caterpillar Inc.
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"I can not imagine being a moderator without taking this course. Carol was truly inspiring--brilliant, funny, and so knowledgeable. The other students were encouraging, respectful, interesting, and great for networking. What a well-spent 4 days. I began the pursuit of a client base as soon as I returned home to Boston. I am still feeling "charged." The hotel was great and reasonably priced compared to what I am accustomed to. I can't stop raving about my "Burke Institute course." What an edifying 4 days. Thank you!"
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, Independent Qualitative Researcher
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"I learned much more than I expected to. Another valuable outcome of the seminar was the confidence I developed in my moderating abilities. Now I am ready to start offering moderating services to my clients, and this is a huge plus for my business. I also met great people with whom I plan to keep in touch. Carol was fantastic, both personally and professionally. I think the content was comprehensive, appropriate for the 4 days we had to spend, and extremely valuable - all of it."
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Founder, Insightography
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"Content was exceptional, and I really appreciated the opportunity to practice what we learned (as well as the feedback from our practice sessions)."
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Principal, English Communictions, LLC
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"Excellent balance between content, real-life examples from the instructors, and role-play. Truly one of the most informative seminars I have been to."
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, Independent Qualitative Researcher
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"The seminar was terrific, just like past Burke Institute seminars I've taken. It's been some 30 years since I last attended a Burke Seminar but they haven't lost their excellence."
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Manager, New Product and Business Development, Nestle Purina PetCare
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