5.3 Focus Groups, Observation & Document Review

Question 1

What are the features involved in focus groups?

Answer 1

Brainstorming (what other people say, putting ideas forward, discussing ideas)
7-10 people
1-2 hours
Evaluating new products

Question 2

Advantages of focus groups

Answer 2

Efficient (time & cost) way of gathering qualitative data
Group behaviour supports staying on focus & quality of data
Enjoyable experience
Employees feel empowered & listened to
Good alternative to interview (if staff are reluctant to be interviewed)
Body language

Question 3

Disadvantages of focus groups

Answer 3

Limited time & questions
Extroverts vs Inoverts (outgoing vs shy)
No guarantee of participation
Might not always get honest answers
Reduced speaking time per individual
Requires expertise (can be difficult to steer & control a session)
Open to conflicts in personalities

Question 4

What preparation is required for a focus group?

Answer 4

Larger room that comfortably seats up to 10 people
Generally laid out in a circle
Refreshments are always a good motivator
Recording device
Minute taker

Question 5

What is required when collecting data in a focus group?

Answer 5

Decide if you need to know who said what or just what ‘she’ said
Keep group focused (semi-structured to ease people)
Might just need to note important concepts (but if this isn’t purpose of focus group, collecting all data isn’t a simple task)

Question 6

Internet focus groups

Answer 6

Increasingly popular
Lower costs
Less travel
May reduce concern over what facilitator thinks of them
More likely to disclose embarrassing information?

Question 7

What is the purpose of observation?

Answer 7

Allows you to see how activities are performed (shows what people are doing)

Question 8

Advantages of Observation

Answer 8

Direct (no discussion)
Observing natural behaviour (real-life)
No interaction with observer (reduces bias)
Overcomes lack of willingness to participate
Complements other techniques

Question 9

Disadvantages of Observation

Answer 9

Not easy to do
The Hawthorne Effect
Data validity
Takes a lot of time (costly)
Ethically challenging
Analysis

Question 10

Examining Documentation

Answer 10

Reports & memos
Email
Invoices
Order forms
Customer files
Supplier files
Price lists
Procedure manuals & flowcharts
Data Dictionary
Program documentation
Publicity materials
Information booklets