Focus Group
Focus Groups
An overview
Submitted to:
Prof. Schaff
By:
Muhammad F Balouch
Id # 617531
University of Bridgeport
Executive Summary ..3
Introduction ...4
History of Focus Group .5
Rational and Uses of Focus Group 5
Conducting a Focus Group Study ..7
Running a Focus Group ..8
Analysis and Writing Up . 8
Technique in Focus Group Research ..9
Presentation of the Evaluation ..10
Conclusion ..11
Bibliography ... 13
Executive Summary:
This paper discusses focus group methodology, gives advice on group composition, running the groups, and analyzing the results. Focus groups have advantages for researchers in every field Also I tried to examine the value of focus groups as a tool for marketing researchers and consider their potential and their limitations.
Introduction:
Focus groups are fundamentally a way of listening to people and learning from them. Focus groups create lines of communication. This is most obvious within the group itself, where there is a continual communication between the moderator and the participants, as well as among the participants themselves. Just as important, however, is a larger process of communication that connects the worlds of the research team and the participants."
A small group selected from a wider population and sampled, as by open discussion, for its members ' opinions about or emotional response to a particular subject or area, used especially in market research or political analysis. 1
Focus groups are an open-ended, qualitative method, and are used in many arenas. Typical focus groups will have from 8 to 10 participants seated together with a moderator. Most of the time the focus group moderator is a professional, independent researcher hired by
An overview
Submitted to:
Prof. Schaff
By:
Muhammad F Balouch
Id # 617531
University of Bridgeport
Executive Summary ..3
Introduction ...4
History of Focus Group .5
Rational and Uses of Focus Group 5
Conducting a Focus Group Study ..7
Running a Focus Group ..8
Analysis and Writing Up . 8
Technique in Focus Group Research ..9
Presentation of the Evaluation ..10
Conclusion ..11
Bibliography ... 13
Executive Summary:
This paper discusses focus group methodology, gives advice on group composition, running the groups, and analyzing the results. Focus groups have advantages for researchers in every field Also I tried to examine the value of focus groups as a tool for marketing researchers and consider their potential and their limitations.
Introduction:
Focus groups are fundamentally a way of listening to people and learning from them. Focus groups create lines of communication. This is most obvious within the group itself, where there is a continual communication between the moderator and the participants, as well as among the participants themselves. Just as important, however, is a larger process of communication that connects the worlds of the research team and the participants."
A small group selected from a wider population and sampled, as by open discussion, for its members ' opinions about or emotional response to a particular subject or area, used especially in market research or political analysis. 1
Focus groups are an open-ended, qualitative method, and are used in many arenas. Typical focus groups will have from 8 to 10 participants seated together with a moderator. Most of the time the focus group moderator is a professional, independent researcher hired by
Bibliography: 8. O 'Brien K. Improving survey questionnaires through focus groups. In Morgan D, ed. Successful focus groups: advancing the state of the art. London: Sage, 1993:105-18.