NCCRESt

part of the Education Reform Networks

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Focus Groups

• Learning to Create Ad Strategies for "Different" Target Audiences
  Describes a focus group exercise used with advertising creative- and strategy-development students that was designed to cultivate awareness of the ethnic consumers' purchase-decision process. Offers an overview of the project's stages, describes the assignment, and notes that members of the original-product focus group also reviewed students' creative solutions and provided feedback.
• Multicultural Teaching: African-American Faculty Classroom Teaching Experiences in Predominantly White Colleges and Universities
  Explored classroom teaching challenges faced by African American faculty at a predominantly white college. Focus group interviews with black faculty indicated that the teachers believed white students felt their standards were too high and did not match white professors' expectations.