Lecture 8 Focus Group Discussions Flashcards
1
Q
Definition focus group
A
Generates data through the exploration of opinions, needs, values and believes expressed by participants individually and collectively
2
Q
Characteristics of focus group
A
- Venue
- Conversational environment
- Setting: size, length, structure
- Atmosphere
- Activity
3
Q
Participant selection
A
By representativeness:
- demographic
- stakeholder
- cognitive
4
Q
General structure focus group
A
collect and share intuitions > make it explicit > systematize > converge
5
Q
Strengths
A
- co-production of knowledge
- collective perspective
- direct interaction observable
- wide area of applications/issues/topics
- empower participants
- very inclusive
6
Q
Limitations
A
- confidentiality issues
- difficult to steer, control and monitor
- overwhelming to analyze
- not representative of larger population
7
Q
Two questioning strategies
A
- Topic guide
- Questioning route
8
Q
Strengths topic guide
A
- speed
- more conversational
- spontaneous
9
Q
Limitations topic guide
A
- more difficult to analyse
- limited feedback with pilot
- inconsistency between moderators
10
Q
Strengths questioning route
A
- increased sponsor confidence
- quality analyses
- enhanced consistency
11
Q
Limitations questioning route
A
- awkwardness
- slower to develop impression
- potential false
12
Q
Types of questions
A
- opening
- introductory
- transition
- key
- ending
13
Q
Opening questions
A
acquainted and connected
14
Q
Introductory questions
A
introduction and establish connection
15
Q
Transition questions
A
more conversation and picturing of topic
