Focus Group interview - qualitative research

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a simple presentation slide about focus group. included 8S advantages, synergism, snowballing, stimulated, security, spontaneity, serendipity, specialization, speed, flexible

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Focus Group interview - qualitative research

  1. 1. FOCUS GROUP
  2. 2. Purpose <ul><li>To gain insights from the appropriate target market </li></ul>
  3. 3. Members <ul><li>8 – 12 </li></ul><ul><li>homogeneous in terms of demographic and socio-economic characteristics. </li></ul><ul><li>Experienced with the issue </li></ul><ul><li>Have not participated in many focus groups. </li></ul>
  4. 4. Other Characteristics <ul><li>Relaxed environment </li></ul><ul><li>1.5 – 2 hours </li></ul><ul><li>Record all information including facial expression and body language </li></ul><ul><li>Have a moderator to lead the discussion </li></ul>
  5. 5. Qualifications of a moderator <ul><li>Detached but kind </li></ul><ul><li>Alert to signs that the group is disintegrating </li></ul><ul><li>Stimulate interaction </li></ul><ul><li>Encourage respondents to be more specific about generalized comments </li></ul><ul><li>Encourage unresponsive respondents to participate. </li></ul><ul><li>Flexible – able to alter the planned outline according to the situation </li></ul><ul><li>Guide the discussion at an intelligent as well as emotional level. </li></ul>
  6. 6. Steps <ul><li>Specify objectives </li></ul><ul><li>State questions to be answered </li></ul><ul><li>Screening questions – on familiarity and knowledge of the subject matter, usage behavior, attitude and participation in focus groups and demographic characteristics </li></ul><ul><li>Develop the moderator’s outline – moderator must understand the clients business, focus group objectives and how the findings will be used. </li></ul><ul><li>Conduct the focus group. </li></ul><ul><li>Review tapes and analyze data </li></ul><ul><li>Summarize findings and plan follow-up research or action. </li></ul>
  7. 7. Advantages <ul><li>Synergism – wider range of information </li></ul><ul><li>Snowballing – One person’s comments triggers a response from another person. </li></ul><ul><li>Stimulated – excitement increases in a group. </li></ul><ul><li>Security – participants feel more comfortable to answer in a group with similar interests. </li></ul><ul><li>Spontaneity </li></ul>
  8. 8. Advantages <ul><li>Serendipity – Ideas may arise out of the blue. </li></ul><ul><li>Specialization – use of highly trained interviewer. </li></ul><ul><li>Flexibility in the topics covered </li></ul><ul><li>Speed – many participants at one time </li></ul>
  9. 9. Disadvantages <ul><li>Misuse – Some people consider the results as conclusive when it should be just exploratory. </li></ul><ul><li>Misjudge – client and researcher bias. </li></ul><ul><li>Difficult to moderate </li></ul><ul><li>Difficult to code, analyze and interpret. </li></ul><ul><li>Not representative of the general population and not projectable. </li></ul>

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