USING GUESTS IN FOCUS GROUPS

• Focus groups gather in-depth information on how customers view the

service encounter
• A focus group is a face-to-face meeting with a sampling of customers
• A focus group is a moderated discussion group of anywhere from 6 to
10 participants.
• Focus groups are one of the most effective and popular market
research methods available. 
• focus group discussions or group depth interviews are among the most
widely used research tool. 
CONDUCTING TELEPHONE SURVEYS
WITH GUESTS
• A telephone survey, also known as CATI or computer-assisted
telephonic interview, is a research method where the researcher
surveys respondents over the telephone.
• Telephonic surveys are useful in a more casual setup, in cases where
respondents may have a direct relationship with the surveying
organization.
• A telephone survey is one of the survey methods used in collecting
data either from the general population or from a specific target
population. Telephone numbers are utilized by trained interviewers to
contact and gather information from possible respondents.
Advantages of telephone surveys:
• Here are the advantages of conducting telephonic surveys:
• Immediate response: Unlike emails, telephonic emails gather quicker responses,
especially when the audience is vast and does not belong to a research panel.
• Personal touch: Telephonic surveys are more expressive than email surveys, thus
adding a personal touch and capturing more responses.
• Cost-effective: CATIs are more profitable, considering the high response rate compared
to web surveys.
Disadvantages of a telephone surveys:
• Sometimes telephone calls are perceived as telemarketing and thus negatively
received by potential respondents. This might influence your response rate.
• It can be challenging to design an effective phone survey because the questions need
to be short and precise for easy comprehension.
• Timing must be carefully considered. The administrators and supervisors should
monitor both the time of the call and the length of the actual interview.