So, you want to run a focus group for market research?
12:00 P.M. - 1:30 P.M.
In this workshop, researchers will learn how to design and conduct focus groups for market research, on anything from products and services to beliefs and perceptions, to reveal through qualitative data analysis, what are customer attitudes and opinions. The use of both in-person and virtual focus groups will be explored, with the strengths and weaknesses of both forms being discussed.
Dianna Dinevski is the Associate Dean, Research & Development at the Office of Research & Innovation at Humber College. Dianna is focussed on building capacity on specialized research and innovation projects including, but not limited to, the Scholarship of Teaching and Learning (SoTL), Global Polytechnic Alliance, Humber Innovation Management Analytics Program (IMAP), as well as Humber Press which includes Humber SPARK and the Journal of Innovation in Polytechnic Education (JIPE). Dianna holds a BA, MBA, MA and is wrapping up her PhD Management – Leadership and Organizational Change (abd). Rose-Marie is a proud graduate of two Ontario Colleges. Presently, Rose-Marie provides research methodology support at the Office of Research & Innovation. Rose-Marie has a PhD in Measurement & Methods and completed a postdoctoral MITACS Fellowship and enjoys supporting those on their research and publication journeys.