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FOCUS GROUP ANDEXPERIENCE SURVEY
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Focus Group InterviewMeaning: A focus group interview is an unstructured, free-
flowing interview with a small group ofpeople,usually between six and ten.
Focus groups are led by a trained moderator whofollows a flexible format encouraging dialogueamong respondents.
Common focus group topics include employee
programs, employee satisfaction, brand meanings,problems with products, advertising themes, ornew-product concepts.
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It is a flexible format that encourages
discussion of say, a labour issue, reactions to apolitical candidate or a new product concept.
The focus group interview has become so
popular that many research agencies considerit to be the only exploratory research tool.
Focus groups are a very important qualitative
research technique and deserve considerablediscussion.
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ADVANTAGES Primary advantages are:
Relatively brief, easy to execute, quicklyanalyzed and inexpensive
It is very flexible.
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Specific advantages: Synergy:
The combined effort of the group willproduce a wider range of information, insights,
and ideas than will the cumulation of separatelysecured responses of a number of individuals.
Serendipity:
It is more often the case in a group than in an
individuals interview that some ideas will dropout of the blue. The group also affords theopportunity to develop the idea to its fullsignificance.
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Scrutiny:
The group interview permits closer scrutiny inthe following ways:
1. The session can be observed by several
people.2. The session can be tape recorded or
videotaped. Later the detailed examination of
the recorded session can offer additionalinsights and help clear up disagreements
about what happened.
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Structure:The group interview affords more control
than the individual interview with regard to thetopics covered and the depth in which they aretreated. The moderator has the opportunity toreopen topics that received too shallow adiscussion when initially presented.
Speed:
The group interview permits securing a givennumber of interviews more quickly than doesinterviewing individual respondents.
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FOCUS GROUP ILLUSTRATIONFocus groups often are used for conceptscreening and concept refinement. The concept may
be continually modified, refined, and retested untilmanagement believes it is acceptable.
While RJRs initial attempts at smokelesscigarettes failed in the United States, Philip Morris isdeveloping a smokeless cigarette for the U.K. market.Focus groups are being used to help understand howthe product will be received and how it might be
improved. The voluntary focus group respondentsare presented with samples of the product and thenthey discuss it among themselves.
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The interview results suggest that the key
product features that must be conveyed are thefact that it produces no ashes, no side smoke, andvery little odor. These beliefs are expected to leadto a positive attitude. Focus group respondentsshow little concern about how the cigaretteactually functioned. Smokers believe they will usethe product if nonsmokers are not irritated bybeing near someone using the electroniccigarette.
Thus, the focus groups are useful in refiningthe product and developing a theory of how itshould be marketed.
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When the Centers for Disease Control and
Prevention tested public serviceannouncements about
AIDS through focus groups, it discovered thatsingle-race groups and racially diverse groups
reacted differently. By conducting separate focus groups, the
organization was able to gain important
insights about which creative strategies weremost appropriate for targeted versus broadaudiences
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For example, for focus groups
regarding employee satisfaction, we mightwant to recruit homogeneous groups based on
position in the organization. The researcher may
find that entry-level employees have very
different perspectives and concerns than those of
middle or upper-level management. Also, it is
fully understandable that employees might be
hesitant to criticize their supervisors. Therefore,researchers may consider interviewing different
levels of employees in separate groups.
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ENVIRONMENTAL CONDITIONS:A focus group session may typically take place at
the research agency in a room specifically designed forthis purpose. Research suppliers that specialize inconducting focus groups operate from commercial
facilities that have videotape cameras in observationrooms behind two-way mirrors and microphonesystems connected to tape recorders and speakers toallow greater scrutiny as discussed above.Refreshments are provided to help create a more
relaxed atmosphere conducive to a free exchange ofideas. More open and intimate reports of personalexperiences and sentiments can be obtained underthese conditions.
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THE FOCUS GROUP MODERATOR Who is a Moderator?
A person who leads a focus group interview
and ensures that everyone gets a chance to
speak and contribute to the discussion.
The moderator essentially runs the focus
group and plays a critical role in its success.
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Qualities of a Moderator:
1. The moderator must be able to developrapport with the group to promote
interaction among all participants.
2. The moderator must be a good listener.3. The moderator must try not to interject his
or her own opinions.
4. The moderator must be able to controldiscussion without being overbearing.
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INTERACTIVE MEDIA AND ONLINEFOCUS GROUPSThe term online focus group refers to a
qualitative research effort in which a group of
individuals provides unstructured comments by
entering their remarks into an electronic Internetdisplay board of some type, such as a chat-room
session or in the form of a blog. Because
respondents enter their comments into thecomputer, transcripts of verbatim responses are
available immediately after the group session.
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online focus groupA qualitative research effort in which a
group of individuals provides unstructured
comments by entering their remarks into an
electronic Internet display board of sometype.
Online groups can be quick and cost
efficient.
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DISADVANTAGES OF FOCUSGROUPS1. Focus groups require objective, sensitive, and
effective moderators. It is very difficult for amoderator to remain completely objective aboutmost topics.
2. Some unique sampling problems arise with focusgroups. Researchers often select focus groupparticipants because they have similar backgroundsand experiences or because screening indicates thatthe participants are more articulate or gregariousthan the typical consumer. Such participants may notbe representative of the entire target market. Thus,focus group results are not intended to berepresentative of a larger population.
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3. Although not so much an issue with online
formats where respondents can remainanonymous, traditional face-to-face focus
groups may not be useful for discussing
sensitive topics.
4. Focus groups do cost a considerable amount
of money, particularly when they are not
conducted by someone employed by the
company desiring the focus group.
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FOCUS GROUPS AS DIAGNOSTICTOOLS Focus groups are perhaps the predominant
means by which business researchers
implement exploratory research designs.
Focus groups also can be helpful in later
stages of a research project, particularly when
the findings from surveys or other
quantitative techniques raise more questionsthan they answer.
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Focus groups are also excellent diagnostic
tools for spotting problems with ideas. For instance, idea screening is often done with
focus groups
Managers who are puzzled about the meaning
of survey research results may use focusgroups to better understand what survey
results indicate.
In such a situation, the focus group suppliesdiagnostic help after quantitative research hasbeen conducted.
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Depth InterviewsAn alternative to a focus group is a depth
interview. A depth interview is a one-on-oneinterview between a professional researcher
and a research respondent.Depth interviews are much the same as apsychological, clinical interview, but with adifferent purpose. The researcher asks many
questions and follows up each answer withprobes for additional elaboration
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Ladderingis a term used for a particular
approach to probing, asking respondents tocompare differences between brands at
different levels.
Each depth interview may last more than an
hour. Thus, it is a time-consuming process ifmultiple interviews are conducted.
Each interview produces about the sameamount of text as does a focus group
interview. This has to be analyzed andinterpreted by the researcher.
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Depth interviews provide more insight into a
particular individual than do focus groups. Depth interviews are particularly advantageous
when some unique or unusual behavior is being
studied. For instance, depth interviews have been
usefully applied to reveal characteristics of
adolescent behavior, ranging from the waysthey get what they want from their parents to
shopping, smoking, and shoplifting.
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Depth interviews are similar to focus groups in
many ways.
The costs are similar if only a few interviews are
conducted.
Otherwise it is costlier than the Focus group
interview.
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thank you