Group interviews and group discussions are known as Focus groups. They are used to understand the position or behavior of the interviewer or audience. At the time of Focus Groups Six to twelve individuals are selected and either one or two moderators are selected for conduct successful Focus Groups. If they are having two moderators, they will be adopting opposite positions. The moderator is those who introduce the topic. Market research focus groups discussion are controlled through these moderators. These market research focus groups are watched from adjacent rooms. There are various devices used to record these discussions.
Four basic steps to conducting successful focus groups:
- Planning
- Recruiting
- Moderating
- Analysis and Reporting
Planning
The Successful focus group requires good planning.
- The site should be ready to access easily.
- The site should be large enough to accommodate the group and moderator, but not so large that participant’s feel uncomfortable.
- Participants should see and hear one another during the group.
Recruiting
Focus group respondents are important to have a diverse group, even if respondents all fall under the same group of selection criteria. Example, you might want to recruit a group of patients, within the group of patients, you should be have a diverse a group as possible in order to learn as much as, at least you can about the attitudes, perceptions, and beliefs of as many types of patients.
Moderating
A focus groups moderator can make a break in focus group. If possible, you can use an experienced moderator. If you should not unable to do this, at least keep the following in mind when selecting someone use to moderate the group:
- Person should have well at drawing people out and encouraging people to speak.
- Person should able to control overly dominant people or people making inappropriate comments without disrupting the group.
- Person should be able to ask all of the predetermined questions, but also follow up on comments made by respondent that needs clarification.
Signed Releases
This is a good idea to get a signed release from focus group participants. While you should protect their identities, you want permission to use their opinions as direct quotes but you also want to spell out for them the conditions of their participation. If you are paying participants a fee for their participation you should also have them sign a form indicating that they received an incentive in whatever amount you determine for their participation in the focus group (this is important to create an audit trail).
Need for Successful Focus Groups
- Pens
- Chart Paper
- Easel
- Moderator
- Note taker
- Tape recorder
Analysis and Reporting
The way that focus groups data is analyzed and reported varies greatly. If you are the person writing the report, it is important to attend the groups if at all possible, or to transcribe the tapes from the group in order to really understand the degree of feeling people used while expressing their ideas. It is a good idea to write up the group as soon after it occurs as possible, while it is still fresh in your mind.
Costs to Plan for Focus Groups:
- Site
- Moderator
- Recruitment fees
- Participant stipends
- Other participant costs
- Translation
- Transcription
