Focus group-1202277256405728-5 (1)

585 views

Published on

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

  • Be the first to like this

No Downloads
Views
Total views
585
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Focus group-1202277256405728-5 (1)

  1. 1. FOCUS GROUPFOCUS GROUP
  2. 2. PurposePurpose To gain insights from the appropriateTo gain insights from the appropriatetarget markettarget market
  3. 3. MembersMembers 8 – 128 – 12 homogeneous in terms of demographichomogeneous in terms of demographicand socio-economic characteristics.and socio-economic characteristics. Experienced with the issueExperienced with the issue Have not participated in many focusHave not participated in many focusgroups.groups.
  4. 4. Other CharacteristicsOther Characteristics Relaxed environmentRelaxed environment 1.5 – 2 hours1.5 – 2 hours Record all information including facialRecord all information including facialexpression and body languageexpression and body language Have a moderator to lead the discussionHave a moderator to lead the discussion
  5. 5. Qualifications of a moderatorQualifications of a moderator Detached but kindDetached but kind Alert to signs that the group is disintegratingAlert to signs that the group is disintegrating Stimulate interactionStimulate interaction Encourage respondents to be more specific aboutEncourage respondents to be more specific aboutgeneralized commentsgeneralized comments Encourage unresponsive respondents toEncourage unresponsive respondents toparticipate.participate. Flexible – able to alter the planned outlineFlexible – able to alter the planned outlineaccording to the situationaccording to the situation Guide the discussion at an intelligent as well asGuide the discussion at an intelligent as well asemotional level.emotional level.
  6. 6. StepsSteps1)1) Specify objectivesSpecify objectives2)2) State questions to be answeredState questions to be answered3)3) Screening questions – on familiarity andScreening questions – on familiarity andknowledge of the subject matter, usageknowledge of the subject matter, usagebehavior, attitude and participation in focusbehavior, attitude and participation in focusgroups and demographic characteristicsgroups and demographic characteristics4)4) Develop the moderator’s outline – moderatorDevelop the moderator’s outline – moderatormust understand the clients business, focusmust understand the clients business, focusgroup objectives and how the findings will begroup objectives and how the findings will beused.used.5)5) Conduct the focus group.Conduct the focus group.6)6) Review tapes and analyze dataReview tapes and analyze data7)7) Summarize findings and plan follow-upSummarize findings and plan follow-upresearch or action.research or action.
  7. 7. AdvantagesAdvantages Synergism – wider range of informationSynergism – wider range of information Snowballing – One person’s commentsSnowballing – One person’s commentstriggers a response from another person.triggers a response from another person. Stimulated – excitement increases in aStimulated – excitement increases in agroup.group. Security – participants feel moreSecurity – participants feel morecomfortable to answer in a group withcomfortable to answer in a group withsimilar interests.similar interests. SpontaneitySpontaneity
  8. 8. AdvantagesAdvantages Serendipity – Ideas may arise out of theSerendipity – Ideas may arise out of theblue.blue. Specialization – use of highly trainedSpecialization – use of highly trainedinterviewer.interviewer. Flexibility in the topics coveredFlexibility in the topics covered Speed – many participants at one timeSpeed – many participants at one time
  9. 9. DisadvantagesDisadvantages Misuse – Some people consider theMisuse – Some people consider theresults as conclusive when it should beresults as conclusive when it should bejust exploratory.just exploratory. Misjudge – client and researcher bias.Misjudge – client and researcher bias. Difficult to moderateDifficult to moderate Difficult to code, analyze and interpret.Difficult to code, analyze and interpret. Not representative of the generalNot representative of the generalpopulation and not projectable.population and not projectable.
  10. 10. DisadvantagesDisadvantages Misuse – Some people consider theMisuse – Some people consider theresults as conclusive when it should beresults as conclusive when it should bejust exploratory.just exploratory. Misjudge – client and researcher bias.Misjudge – client and researcher bias. Difficult to moderateDifficult to moderate Difficult to code, analyze and interpret.Difficult to code, analyze and interpret. Not representative of the generalNot representative of the generalpopulation and not projectable.population and not projectable.

×