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    Topic 3 Focus Group

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    Мария Николенко
    The document discusses focus groups, describing them as directed discussions with 6-10 participants aimed at understanding opinions on a topic. It outlines that focus groups are a direct qualitative research technique and examines their advantages like synergy and spontaneity and disadvantages like misinterpretation. The document also provides guidance on planning focus groups, including developing a topic guide, determining the number of groups, and analyzing the results.

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    Topic 3 Focus Group

    Uploaded by

    Мария Николенко
    30 views22 pages
    The document discusses focus groups, describing them as directed discussions with 6-10 participants aimed at understanding opinions on a topic. It outlines that focus groups are a direct qualitative research technique and examines their advantages like synergy and spontaneity and disadvantages like misinterpretation. The document also provides guidance on planning focus groups, including developing a topic guide, determining the number of groups, and analyzing the results.

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    Tecnocampus. Marketing research

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    The document discusses focus groups, describing them as directed discussions with 6-10 participants aimed at understanding opinions on a topic. It outlines that focus groups are a direct qualitative research technique and examines their advantages like synergy and spontaneity and disadvantages like misinterpretation. The document also provides guidance on planning focus groups, including developing a topic guide, determining the number of groups, and analyzing the results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    30 views22 pages

    Topic 3 Focus Group

    Uploaded by

    Мария Николенко
    The document discusses focus groups, describing them as directed discussions with 6-10 participants aimed at understanding opinions on a topic. It outlines that focus groups are a direct qualitative research technique and examines their advantages like synergy and spontaneity and disadvantages like misinterpretation. The document also provides guidance on planning focus groups, including developing a topic guide, determining the number of groups, and analyzing the results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 22

    Topic 3:

    Focus Group

    Prof. Roberto Dopeso Fernández

    2/5/16 1
    Questions
    • What is a Focus Group?
    • Why it is considered a direct qualitative
    technique?
    • What are the advantages and disadvantages
    of adopting a Focus Group approach?
    • What are the main characteristics for
    planning and conducting Focus Group?
    • What are the alternatives for conducting
    qualitative research in groups?
    Example
    Types of Qualitative Research
    • Direct: A type of qualitative research
    where the purpose of the project are
    disclosed to the participant or are obvious
    given the nature of the interview

    • Indirect: A type of qualitative research


    where the purpose of the project are
    hidden to the participants
    Types of Qualitative Research
    Focus Group Definition

    • It is a discussion
    • It is directed by a trained moderator
    • The conversation is not-structured
    • The process tries to be as natural as
    possible
    • Requires a Small group of participants
    Focus Group Characteristics
    Key Benefit Group members feed each other and creatively reveal ideas that
    the researcher may not have thought or dared to tackle
    Key Drawback Group members can feel intimidated or shy and do not reveal
    anything interesting
    Group Size Between 6-10 people
    Group Composition Homogeneous group, participants pre-screened
    Physical Setting Relaxed informal atmosphere
    Stimulating Use story boards, mood boards, products, brochures
    Discussion
    Time Duration 1,5 to 6 hours
    Recording At least audio, video is recommended plus taking notes
    Moderator Observation, Interpersonal and Communication skills
    Gesell Camera
    Example
    The relevance of the Moderator
    • Establish rapport with the participants
    – Rapport: Understand people, communicate
    well. Comes from the French rapporter that
    means carry something back”. Matching body
    language or eye contact are very important
    • Keep the discussion flowing for example
    using probing
    – Probing: A motivational technique used when
    asking questions to induce the participants to
    enlarge on, explain or clarify their answers
    The relevance of the Moderator
    • Examples of individual probing questions
    – Would you explain it further?
    – Can you give me an example?
    – I don’t understand
    – Can you explain me How it works?
    – Please tell me more about it
    • Group proving questions
    – What about the rest of you
    – I see people nodding their heads, tell me about it
    – We want to hear different points of view
    The relevance of the Moderator
    • The moderator also will have a prominent
    role in the analysis and interpretation of
    the data.
    • The moderator should have:
    – Communication and Leadership skills
    – Knowledge of the topic
    – Qualitative research experience
    – Understanding of group dynamics
    The relevance of the Moderator
    • Kindness with firmness
    • Permissiveness
    • Involvement
    • Incomplete understanding
    • Encouragement
    • Flexibility
    • Sensitivity
    • Observation
    Advantages of Focus Group

    • Synergy • Specialization
    • Snowballing • Scientific
    • Stimulation Scrutiny
    • Security • Structure
    • Spontaneity
    Disadvantages of Focus Groups

    • Misjudgment
    • Moderation
    • Messiness
    • Misinterpretation
    • Meeting
    Planning a Focus Group
    Topic Guide
    • List of topic, questions and probes that are
    used by a moderator to help manage the
    focus group discussion
    • The advice is use a list of broad issued that
    can be transformed in questions of probes
    as the focus group develops
    • Generally includes
    – Introduction topics
    – Transition Questions (can use materials)
    – Key Questions
    Example
    How many Focus Groups
    • We want to make comparisons between
    groups?
    • The characteristics of the participants and
    how ell they mix together
    • The geographic spread
    • The paradigm that underpins the focus
    group
    • The time and budget
    Other Type of Focus Groups
    • Two-way focus groups
    • Double Moderator
    – Dual moderators
    – Dueling moderators
    • Participating Moderator group
    • Client-participant group
    • Mini Group
    • Telephone or Internet discussion groups
    Focus Group Analysis
    • Evolving analysis
    – Change based on the issued discussed
    – Based on the stimuli used
    – Notes and Alternatives used by the moderator
    • Not just the narrative
    – Made a transcript of the discussion
    – Using specialized software
    – The analysis should include more than words
    (reactions, dynamics, conflicts, etc.)

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