Chapter 8 Planning and Conducting Focus Groups Advantages

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Chapter 8 Planning and Conducting Focus Groups

Chapter 8 Planning and Conducting Focus Groups

Advantages of Focus Groups • • Probe issues in depth Participant interaction Use of

Advantages of Focus Groups • • Probe issues in depth Participant interaction Use of follow-up questions Can be combined with focus groups Learning Objective One

Disadvantages of Focus Groups • Don’t provide proof of hypothesis • Results dependent on

Disadvantages of Focus Groups • Don’t provide proof of hypothesis • Results dependent on the skill of the moderator • Results dependent on the interaction of participants Learning Objective One

Focus Group Preparation • • • Meet with management Develop participant profile Invite subjects

Focus Group Preparation • • • Meet with management Develop participant profile Invite subjects to participate Choose a moderator Write a focus group script Learning Objective Two

Conducting a Focus Group • Prepare the facility • Moderator proceedings • Gather and

Conducting a Focus Group • Prepare the facility • Moderator proceedings • Gather and maintain information Learning Objective Two

Analysis • Transcribe the tapes • Code the information • Write the report Learning

Analysis • Transcribe the tapes • Code the information • Write the report Learning Objective Two

The Focus Group Session • Building Rapport – To relax and bond the group

The Focus Group Session • Building Rapport – To relax and bond the group • Probing – Uncover the information • Closing – Thanks Learning Objective Two

Successful Moderators • Personal characteristics – Interest in research process – Empathy with participants

Successful Moderators • Personal characteristics – Interest in research process – Empathy with participants • Skills and knowledge – Research methods – Group dynamics – Analysis of data – Report writing Learning Objective Three

Tuckman’s Stages • Forming – Quick judgments about each other • Storming – Opinions

Tuckman’s Stages • Forming – Quick judgments about each other • Storming – Opinions result in conflict • Norming – Moderator diffuses conflict • Performing – Group works productively Learning Objective Four

Nominal Grouping • Have the participants write responses • Moderator lists these on the

Nominal Grouping • Have the participants write responses • Moderator lists these on the board • Responses are discussed for relevance, not content • Participants rank their importance Learning Objective Four

Video-conference Focus Group • Allows participants and moderators to see each other • Allows

Video-conference Focus Group • Allows participants and moderators to see each other • Allows products to be shown • Participants must travel to special facility • Participants may be uncomfortable with venue Learning Objective Five

Online Focus Group • User groups who are similar psychographically • Must be conducted

Online Focus Group • User groups who are similar psychographically • Must be conducted openly and ethically • Some groups are eager to communicate online • Other groups are resistant Learning Objective Five

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