RESEARCH METHODOLOGY SECTION - D   1
RESEARCH METHODOLOGY SECTION - D   2
   What did you learn    or have reinforced?   What makes a focus group a focus    group?   Why would I want to use a f...
RESEARCH METHODOLOGY SECTION - D   4
RESEARCH METHODOLOGY SECTION - D   5
What A carefully  planned  discussion To obtain  perceptions of a  defined interest  area       RESEARCH METHODOLOGY SEC...
   To collect qualitative data   To determine feelings, perceptions and    manner of thinking.   Attitudes and percepti...
   5-8 people per    group   Individuals with    common    characteristics .       RESEARCH METHODOLOGY SECTION - D   8
 Conducted by a                                trained interviewer                                (moderator,            ...
   People reveal    more when they    are relaxed and    having a good    time.         RESEARCH METHODOLOGY SECTION - D ...
Peopletake risksif theyfeel safe…Participation is a RISK.     RESEARCH METHODOLOGY SECTION - D   11
produce moreinformationquicker andat less cost thanindividual interviews
results can’tbe used tomake statementsabout the wider community…they can indicate a range of viewsand opinions, but not th...
Focus groups are effectivewhen   •People have something   to share (motivations)   •The goal is to   understand human   be...
Steps in a successful   focus group Planning the study Selecting   participants carefully Moderating the   group skillf...
 The first few moments  are critical   › Create a     thoughtful, permissive     atmosphere   › Build rapport   › Set the...
 Define Research Objectives Manage Respondent Recruitment Moderate Analyze and Report     RESEARCH METHODOLOGY SECTION...
RESEARCH METHODOLOGY SECTION - D   18
   Use open-ended questions   Avoid dichotomous questions   "Why?" is rarely asked   Use "think back" questions   Car...
   Summary question    "Is this an adequate summary?"   All things considered question    Ask participants to reflect on...
   Food   Positive, personal invitation that communicates the    importance of the focus group and their    participatio...
   Use a communications strategy   Use an appropriate reporting style that the    client finds helpful and meets expecta...
   A focus group is a special type of group    discussion.   It requires skill to conduct them well   Careful planning ...
RESEARCH METHODOLOGY SECTION - D   24
Upcoming SlideShare
Loading in …5
×

Focus group

959 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
959
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Before a program begins, during a program or after a program endsPeople reveal more when they are relaxed and having a good time.
  • Participants to self-disclose. Thus, we want to conduct focusgroup in a comfortable,permissive, non-threatening environment .
  • Focus group

    1. 1. RESEARCH METHODOLOGY SECTION - D 1
    2. 2. RESEARCH METHODOLOGY SECTION - D 2
    3. 3.  What did you learn or have reinforced? What makes a focus group a focus group? Why would I want to use a focus group? How is a focus group conducted? Who participates in a focus group? How many groups are needed? What do you do with all the information that you get? RESEARCH METHODOLOGY SECTION - D 3
    4. 4. RESEARCH METHODOLOGY SECTION - D 4
    5. 5. RESEARCH METHODOLOGY SECTION - D 5
    6. 6. What A carefully planned discussion To obtain perceptions of a defined interest area RESEARCH METHODOLOGY SECTION - D 6
    7. 7.  To collect qualitative data To determine feelings, perceptions and manner of thinking. Attitudes and perceptions are developed in part by interaction with other people To promote self-disclosure among participants RESEARCH METHODOLOGY SECTION - D 7
    8. 8.  5-8 people per group Individuals with common characteristics . RESEARCH METHODOLOGY SECTION - D 8
    9. 9.  Conducted by a trained interviewer (moderator, facilitator).  More than1 focus groups are the minimum for a studyRESEARCH METHODOLOGY SECTION - D 9
    10. 10.  People reveal more when they are relaxed and having a good time. RESEARCH METHODOLOGY SECTION - D 10
    11. 11. Peopletake risksif theyfeel safe…Participation is a RISK. RESEARCH METHODOLOGY SECTION - D 11
    12. 12. produce moreinformationquicker andat less cost thanindividual interviews
    13. 13. results can’tbe used tomake statementsabout the wider community…they can indicate a range of viewsand opinions, but not thedistribution among the community
    14. 14. Focus groups are effectivewhen •People have something to share (motivations) •The goal is to understand human behaviorFocus groups are noteffective when •People are divided or angry •The goal is to gather factual information oOrganization is trying to improve its image RESEARCH METHODOLOGY SECTION - D 14
    15. 15. Steps in a successful focus group Planning the study Selecting participants carefully Moderating the group skillfully Capturing the data Asking quality questions Using appropriate analysis RESEARCH METHODOLOGY SECTION - D 15
    16. 16.  The first few moments are critical › Create a thoughtful, permissive atmosphere › Build rapport › Set the tone Standard introduction: › Welcome › Overview and purpose › Procedures › Ground rules RESEARCH METHODOLOGY SECTION - D 16
    17. 17.  Define Research Objectives Manage Respondent Recruitment Moderate Analyze and Report RESEARCH METHODOLOGY SECTION - D 17
    18. 18. RESEARCH METHODOLOGY SECTION - D 18
    19. 19.  Use open-ended questions Avoid dichotomous questions "Why?" is rarely asked Use "think back" questions Carefully prepare focus questions Ask uncued questions first, cued questions second Consider standardized questions RESEARCH METHODOLOGY SECTION - D 19
    20. 20.  Summary question "Is this an adequate summary?" All things considered question Ask participants to reflect on the entire discussion and then offer their positions or opinions Final question "Have we missed anything? RESEARCH METHODOLOGY SECTION - D 20
    21. 21.  Food Positive, personal invitation that communicates the importance of the focus group and their participation “Your ideas will help…” “We want to hear from you.” Convenient location Money Gifts; gift certificates Provide child care Think about the cultural appropriateness of incentives. RESEARCH METHODOLOGY SECTION - D 21
    22. 22.  Use a communications strategy Use an appropriate reporting style that the client finds helpful and meets expectations Strive for enlightenment Make points memorable Use narrative or bulleted format Give thought to the oral report RESEARCH METHODOLOGY SECTION - D 22
    23. 23.  A focus group is a special type of group discussion. It requires skill to conduct them well Careful planning will yield better results. Give special attention to: › Participant selection; recruiting the participants › Developing meaningful questions RESEARCH METHODOLOGY SECTION - D 23
    24. 24. RESEARCH METHODOLOGY SECTION - D 24

    ×