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Moderator Guide Focus Group UC Davis, Coursera December 21, 2019 Mock, New, and

Moderator Guide Focus Group UC Davis, Coursera December 21, 2019 Mock, New, and Updated Cell Phone Features I. Background: Welcome, and thank you for coming to our focus group discussion about cell phones today. I am Sankaran, 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. II. 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. Ill. Introductions I am Sankaran, the Student of the Qualitative Research and do research for learning about it and I love playing cricket and hanging out with my friends at my free time IV. 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? V. 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? VI. 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. VII. 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? VIII. Design If you could design a new cell phone, what would it look like and what would it do? IX. 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? X. 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. uploads/Management/ moderator-guide.pdf