Join Cheryl Ladd for an in-depth discussion in this video Managing the backroom, part of Marketing Foundations: Qualitative Research.
- In addition to managing the group,…the moderator must also manage the backroom.…By backroom we are referring to the place…where clients are observing the research live.…Most often, this is in a room with a one-way mirror…into the focus group room at the focus group facility.…There are several key aspects to managing the back room.…Making sure that observers are comfortable…during the research is key.…The backroom experience plays a huge role…in overall project satisfaction.…Do not underestimate the importance…of small things that seem trivial.…
What are some considerations for the backroom experience?…Make sure the room is big enough…for the number of observers…and that it is well ventilated.…Ask the facility to show the client…how to control the temperature.…Sitting in stifling room makes people grumpy and sleepy.…Food is a major factor in the experience.…Snacks, caffeine and interesting meals are important.…Ask observers what they need and want.…Observers have to take care of other business…during the research.…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
Online Marketing Foundations: Digital Marketing Researchwith Adriaan Brits1h 23m Appropriate for all
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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