Focus Groups

Question 1

What are qualitative research methods

Answer 1

Wilson (2019)- unstructured research approach- small number of carefully selected individuals- non- quantifiable insights into behaviour, motivations and attitudes

Question 2

What are focus groups

Answer 2

Karamoutsou (2024)- Focus groups- qualitative research method- 6-8 participants- lasts 1-2 hours- requires a skilled moderator and assistant moderator- has a discussion guide to keep everyone on track- held in quiet area so no interruptions- collect data via recording.

Question 3

Framework for focus groups

Answer 3

Karamoutsou 2024- determine objects and find problem - specify objectives of research- state questions to be answered- write a screening questionnaire- develop moderators outline- conduct focus groups- review recording and analysis- summarize findings.

Question 4

what is the discussion guide

Answer 4

Hennink & Leavy (2014)- discussion guide
1) intro (provide cognition)
2) opening questions (provide rapport)
3) introductory questions (establish rapport)
4) key topics and specific questions (provide data)
5) closing questions (provide closure)
6) Post discussion (provide insights)

Question 5

Activities within a focus group

Answer 5

Karamoutsou 2024- Stimulus material/ activities- focus groups work best when activity oriented questions and stimulus material is used as they engage and enhance participation- activities include ( lists, ranking favourites, brand association, perceptual maps and more)

Question 6

ADV of Focus Groups

Answer 6

Karanoutsou 2024
1) easy to set up (not in B2B)
2) fast to do
3) comments from participants trigger other responses
4) more motivated to express views as don’t feel interviewed
5) produce rich data
6) good forum for generating ideas opposed to examining them

Question 7

Disadv of focus groups

Answer 7

Karanoutsou 2024
1) Can be expensive
2) Results are not representative of the population hence you cannot generalize
3) Large groups make interaction difficult
4) Small groups dominated by some ‘alphas’
5) Embarrassment as difficult to carry out when the issue is private or sensitive
6) Possible conflict/ reactions to other respondents
7) Reactions to moderator