The document provides an overview of focus groups, including their objectives, advantages and disadvantages, types, question design, moderation, and evaluation. Focus groups involve interviewing 6-12 individuals to understand attitudes and behaviors. They are a tool for marketing research and exploration. Key aspects covered include sampling, moderation ground rules, blocking roles, question ordering, and feedback methods.

1. Focus Groups

2. Course Objectives
List the Objectives of Focus Group
Explain What are Focus Groups
List the Advantages and Disadvantages of Focus Group
Describe the Types of Focus Groups
Describe the Designing of Questions for Focus Groups
Explain the Steps involved in Conducting a Focus Group
Explain How Moderator should Speak to Focus Group
List the Ground Rules for Moderator of Focus Groups
List the Characteristics of a Good Moderator
Explain the Facilitating of Focus Groups

3. Introduction

4. Introduction

5. Introduction

6. Introduction

7. Introduction

8. Introduction

9. Introduction

10. Introduction

11. Introduction

12. Introduction

13. Introduction

14. What are Focus Groups?
• ‘Focus Groups’ are also known as ‘Group Interviews’ or
‘Group Discussions’.
• They are used to understand the attitude or behavior of the
audience.
• Six to twelve individuals are selected and either one or two
moderators are selected.

15. Relation between Focus Group and Marketing Research
• Focus Group is an important
tool for Marketing Research.
So, it can be said that if there
was no Marketing Research
being conducted, then there
was really no need for
conducting focus groups too.
• Marketing Research is the
function that links consumer,
customer and public to
marketer through information
gathered through tools such as
focus groups.

16. There may be certain members in a focus
group who may play ‘Blocking Roles’.
‘Blocking Roles’ are those activities that
disrupt the group.
Some blocking roles may be in the form of
dominating discussions, verbally attacking
other focus group members, and distracting
the focus group with petty information or
unnecessary humor.
Did You Know?

17. Exploratory Focus Groups
• Exploratory Focus Groups:
o Such focus groups mainly explore
how a group perceives a problem
o They use the power of group thinking
to brainstorm potential solutions
o Such focus groups also try to identify
the areas of further investigation or
action
o They help design surveys for wide
distribution
o They help understand unclear or
contradictory survey responses
o Such focus groups tend to use open-
ended questions to evoke
participation

18. Select a Sample
• Select a Sample
o The second step for conducting a focus group is to determine
and select a sample.
o Here, the sample is a list of people that are selected and chosen
from a group from whom the information is needed.
2

19. Designing Questions for Focus Groups
• Properly arrange the questions: To determine the order of the
question, take decisions on aspects like opening questions
(simple, interesting questions should be used as opening
questions to gain co-operation and confidence of respondents),
type of information (Basic information relates to the research
issue, classification information relates to social and
demographic characteristics, and identification information
relates to personal information such as name, address, contact
number of respondents), difficult questions (complex,
embarrassing, dull and sensitive questions could be difficult),
effect on subsequent questions, logical sequence, etc.

20. Real Life Example
Percy & Grimm is a
leading manufacturer
of oral health care
products such as
toothpaste,
mouthwash,
toothbrush, dental
whitening creams,
dental floss etc.

21. Ground Rules for Moderator of Focus Groups
Do not assume;
instead ask and listen
actively to understand
each participant
Do not issue
orders or
commands
to any of the
participants
First understand, and then
be understood to apply to
all participants
Use visual means like
drawings, charts, as
well as tables in
order to facilitate
discussion.
Never respond with
sarcasm to any of the
participants’ responses
Be clear and
concise.
Keep each
discussion on
track.
Never
label/judge any
of the
participants
Never warn/
threaten any
of the
participants
Do not preach
to any of the
participants
The following are a few ground rules that a moderator of Focus Groups should follow:

22. Methods for Evaluation of Focus Groups
There are various methods that you can use for the evaluation of the success
of focus group. Some of the most commonly used methods for evaluation
are as follows:
Feedback of
Participants
Discussions
Measuring
Before and
After On-job
Performance
Quizzes
Interview
with/Feedback
from
Moderator

23. This is a DEMO Course On – Focus Groups.
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