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Session Two: Qualitative Research - Focus Group Interview

This document discusses focus group interviews, which are a qualitative research method. It provides information on the characteristics of focus groups, including typical group size, composition, setting, duration and recording. It also outlines key qualifications for focus group moderators and the procedure for planning and conducting focus groups. Some advantages and disadvantages of focus groups are presented.

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Humane-R IIM Rohtak
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177 views14 pages

Session Two: Qualitative Research - Focus Group Interview

This document discusses focus group interviews, which are a qualitative research method. It provides information on the characteristics of focus groups, including typical group size, composition, setting, duration and recording. It also outlines key qualifications for focus group moderators and the procedure for planning and conducting focus groups. Some advantages and disadvantages of focus groups are presented.

Uploaded by

Humane-R IIM Rohtak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Session Two

Qualitative Research Focus Group Interview

1
1-2

Qualitative Vs. Quantitative Research


Qualitative Research Quantitative Research

Objective To gain a qualitative To quantify the data and


understanding of the generalize the results from
underlying reasons and the sample to the population
motivations of interest

Sample Small number of non- Large number of


representative cases representative cases

Data Collection Unstructured Structured

Data Analysis Non-statistical Statistical

Outcome Develop an initial Recommend a final course of


understanding action
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A Classification of Qualitative Research Procedures


Qualitative Research
Procedures

Direct (Non- Indirect


disguised) (Disguised)

Projective
Depth Interviews Techniques
Focus Groups

Association Completion Construction Expressive


Techniques Techniques Techniques Techniques
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1-5

Characteristics of Focus Groups


Group Size 5-10

Group Composition Homogeneous, respondents,


prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and


videotapes

Moderator Observational, interpersonal, and


communication skills of the
moderator
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Key Qualifications of Focus Group Moderators

1. Kindness with firmness: The moderator must combine a


disciplined detachment with understanding empathy so as
to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet
alert to signs that the groups cordiality or purpose is
disintegrating.
3. Involvement: The moderator must encourage and
stimulate intense personal involvement.
4. Incomplete understanding: The moderator must
encourage respondents to be more specific about
generalized comments by exhibiting incomplete
understanding.
1-7

Key Qualifications of Focus Group Moderators

5. Encouragement: The moderator must encourage


unresponsive members to participate.

6. Flexibility: The moderator must be able to improvise


and alter the planned outline amid the distractions of
the group process.

7. Sensitivity: The moderator must be sensitive enough


to guide the group discussion at an intellectual as well
as emotional level.
1-8

Procedure for Planning and Conducting Focus Groups

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

State the Objectives/Questions to be Answered by Focus Groups

Write a Screening Questionnaire

Develop a Moderators Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action


1-9

Baltimore Research: Facility Overview.


Source http://www.baltimoreresearch.com/marketing_research_facility.php?sPage=Facility
1-10
One-way mirror

Layout of focus group room and


viewing room
1-11
Viewing room looking into the focus group room
through one-way mirror

Source: www.campos.com/focusgs.htm
1-12

Application of Focus Group Interview

New product development


Factors influencing certain marketing variables such as
sales, purchase intention.
To understand consumers changing mindset
Any marketing situation, where managers have little
information to go ahead.
1-13

Advantages of Focus Groups

1. Synergism
2. Snowballing
3. Stimulation
4. Security
5. Spontaneity
6. Serendipity
7. Specialization
8. Scientific scrutiny
9. Structure
1-14

Disadvantages of Focus Groups

1. Misuse
2. Misjudge
3. Moderation
4. Messy
5. Misrepresentation

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