Focus Group interview - qualitative research

FOCUS GROUP

Purpose
To gain insights from the appropriate target market

Members
8 – 12
homogeneous in terms of demographic and socio-economic characteristics.
Experienced with the issue
Have not participated in many focus groups.

Other Characteristics
Relaxed environment
1.5 – 2 hours
Record all information including facial expression and body language
Have a moderator to lead the discussion

Qualifications of a moderator
Detached but kind
Alert to signs that the group is disintegrating
Stimulate interaction
Encourage respondents to be more specific about generalized comments
Encourage unresponsive respondents to participate.
Flexible – able to alter the planned outline according to the situation
Guide the discussion at an intelligent as well as emotional level.

Steps
Specify objectives
State questions to be answered
Screening questions – on familiarity and knowledge of the subject matter, usage behavior, attitude and participation in focus groups and demographic characteristics
Develop the moderator’s outline – moderator must understand the clients business, focus group objectives and how the findings will be used.
Conduct the focus group.
Review tapes and analyze data
Summarize findings and plan follow-up research or action.

Advantages
Synergism – wider range of information
Snowballing – One person’s comments triggers a response from another person.
Stimulated – excitement increases in a group.
Security – participants feel more comfortable to answer in a group with similar interests.
Spontaneity

Advantages
Serendipity – Ideas may arise out of the blue.
Specialization – use of highly trained interviewer.
Flexibility in the topics covered
Speed – many participants at one time

Disadvantages
Misuse – Some people consider the results as conclusive when it should be just exploratory.
Misjudge – client and researcher bias.
Difficult to moderate
Difficult to code, analyze and interpret.
Not representative of the general population and not projectable.

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Focus Group interview - qualitative research

by Alvis Loo on Feb 05, 2008

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