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HPPR404 Unit7


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Research and Evaluation | Unit 7

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HPPR404 Unit7

  1. 1. HPPR 404 Research and Evaluation Sherrell Steele Focus Groups
  2. 2. Objectives <ul><li>Define focus groups </li></ul><ul><li>List the advantages and limitations </li></ul><ul><li>Describe the role and characteristics of moderator </li></ul><ul><li>Consider how to “script” a focus group </li></ul><ul><li>Set ground rules (protocol) </li></ul><ul><li>Analyze the results </li></ul>
  3. 3. What is a focus group? <ul><li>A semi structured group interview analyzed using qualitative methods </li></ul>
  4. 4. Activity <ul><li>Referring to page 149 of your text, list four advantages of focus groups </li></ul><ul><li>Referring to page 150 of your text, list four disadvantages or limitations of focus groups </li></ul>
  5. 5. Activity <ul><li>Referring to pages 153 – 155 of your text, what is the role of a focus group coordinator? What is the role of moderator? </li></ul>
  6. 6. Activity <ul><li>Referring to pages 153 – 154, list the characteristics of a good moderator. </li></ul>
  7. 7. Protocol design <ul><li>The “script” for a focus group includes open-ended questions moving from general to specific and from positive to neutral to negative or difficult questions. </li></ul>
  8. 8. Five focus group questions <ul><li>The opening (fact not opinion) question (ice breaker) </li></ul><ul><li>Introductory questions </li></ul><ul><li>Transition questions </li></ul><ul><li>Key questions (directly address the issues of concern) </li></ul><ul><li>Ending questions (last comments, summary, closure) </li></ul>
  9. 9. Activity <ul><li>Referring to your text, page 162 what are the five ground rules for focus groups? These ground rules serve to “set the stage” for participation. </li></ul>
  10. 10. Analyzing results <ul><li>Be: </li></ul><ul><li>Systematic (select themes and quotes to illustrate) </li></ul><ul><li>Verifiable (compelling evidence) </li></ul><ul><li>Focused </li></ul><ul><li>Practical (provide summary not full transcript) </li></ul><ul><li>Immediate (review notes right away) </li></ul>
  11. 11. Summary and conclusions <ul><li>Focus groups are the most common and popular form of public relations research. </li></ul><ul><li>Clients and managers can be skeptical of results. </li></ul><ul><li>There are both benefits and limitations to this method. </li></ul><ul><li>Properly conducted, focus groups are indispensible for effective public relations planning. </li></ul>