A focus group is a carefully planned discussion aimed at obtaining perceptions on a defined topic. It involves gathering a small group of people together to discuss a topic guided by a moderator. Focus groups are effective for understanding human behavior and motivations when participants feel comfortable sharing their views and opinions. They produce qualitative data that can help indicate a range of views, though results cannot be generalized to the wider population. Successful focus groups require careful planning, participant selection, skillful moderation, and meaningful questioning to effectively capture and analyze the discussion.

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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?
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6. What
 A carefully
planned
discussion
 To obtain
perceptions of a
defined interest
area
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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
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8.  5-8 people per
group
 Individuals with
common
characteristics .
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9.  Conducted by a
trained interviewer
(moderator,
facilitator).
 More than1 focus
groups are the
minimum for a
study
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10.  People reveal
more when they
are relaxed and
having a good
time.
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11. People
take risks
if they
feel safe…
Participation is a RISK.
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12. produce more
information
quicker and
at less cost than
individual interviews

13. results can’t
be used to
make statements
about the wider community…
they can indicate a range of views
and opinions, but not the
distribution among the community

14. Focus groups are effective
when
•People have something
to share (motivations)
•The goal is to
understand human
behavior
Focus groups are not
effective when
•People are divided or
angry
•The goal is to gather
factual information
oOrganization is trying to
improve its image
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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
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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
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17.  Define Research Objectives
 Manage Respondent Recruitment
 Moderate
 Analyze and Report
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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
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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?
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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.
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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
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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
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