Focus Groups

1
Focus Groups

• Chapter 10

2
Objectives

• Plan and conduct focus groups once it has been
  decided that they are an appropriate research
  technique for satisfying current informational
  needs.

3
Steps in planning and conducting

• Select a Moderator
• Brief the Moderator
• Prepare, Pretest, and Revise Discussion Guide
• Determine the Group Characteristics
• Determine the Number of Required Groups
• Select the Facility
• Schedule Groups, Specify Sample, and Recruit
  Participants
• Conduct the Groups
• Assess group Success and, If Necessary, Revise
  the Discussion Guide
• Analyze and Present Findings Apply Findings to
  Decision Making

4
Steps in planning and conducting

• Personality characteristics
• Same demographic characteristics
• Good advertising and business sense.
• Moderators fee

• Select a
• Moderator

5
Steps in planning and conducting

• Brief on the research problem,
• Research goals,
• Informational needs, timing and other study
  parameters and products, materials, or other
  tangible items.

• Brief a
• Moderator

6
Steps in planning and conducting

• Prepare,
• Pretest,
• And
• Revise
• Discussion
• Guide

• Discussion guide are present in chapter 9

7
Steps in planning and conducting

• Attitudes
• Demographics and product usage

• Determine
• The
• Group Characteristic

8
Steps in planning and conducting

• Geographic diversity?
• Geographic diversity become less important
• - creative guidance
• - to confirm
• - support questionnaire
• development

• Determine
• The
• Number
• Of
• Required
• Groups

9
Steps in planning and conducting

• Reception area
• Conference room with one-way mirror
• Video and/or audio recording capabilities
• Viewing room

• Select the
• Facility

10
Steps in planning and conducting

• A sample screen (see Figure 10.2 p. 225)
• To identifies desired participants
• To assigns each different type of participant to
  a different group
• Eliminates undesirable respondents.

• Schedule
• Groups,
• Specify
• Sample, and
• Recruit
• Participants

11
Steps in planning and conducting

• Prefatory remarks
• introduction personal information
• Setting the context for discussion
• Main discussion
• Present summary
• Viewing room check
• Thank you, payment incentives

• Conduct
• The
• Groups

12
Steps in planning and conducting

• Preparing review the question form the upcoming
  groups
• Sam way? Or Different?

• Assess
• Group
• Success and,
• If Necessary,
• Revise

13
Steps in planning and conducting

• Used to assist in the decision making process

• Analyze
• And
• Present
• Findings
• Apply Findings to
• Decision Making

14
Viewing Focus Groups

• Come prepared.
• Start watching from the beginning.
• Focus on the big picture.
• Listen to everyone.
• Listen to all comments.
• Do not jump to premature conclusions.
• Do not let character judgments affect how the
  group members comments are perceived.
• Do not be biased by dominant personalities.

15
Technology and Focus Group

• Videoconferenced focus group
• Telephone focus groups
• Online