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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 opportunity for hands-on practice and LOTS of feedback. The "for-real" focus groups really drive these points home! Very well organized. (Speaker) projects well, good use of examples and very willing to field questions and allow discussion."
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Market Research Analyst, Shiley Infusaid
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"Very well organized, very good speaker. I'm extremely impressed. One of the better seminars I've ever encountered."
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Senior Market Analyst, The Upjohn Company
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"Thorough, on-target, generous time spent "doing" vs. "listening." Covered the range from basic to more advanced, good real-world perspective, good use of "hands-on" exercises. Speaker has high energy, involved audience, entertaining, obviously very professional."
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Executive Director, Marketing Services, CIBA Consumer Pharm.
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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, Rochester Telephone
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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, Wisconsin Electric
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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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