FOCUS GROUPS

DEFINITION
1. It is a research method that brings together participants of an interview where opinions about products, services or situations are presented
2. Everyone focuses on a topic of interest
3. It is a carefully planned and moderated discussion of a group of people focused on a particular topic
4. Everyone shares their experiences, interests, attitudes and perspectives on a topic
ADVANTAGES
1. The opinions of several experts on a subject are obtained
2. Different points of view are shared
3. There is a correct control of the discussion
PROCEDURE
1. 1) Establish the group
  1. Choose participants who have experience in the subject
2. 2)Develop your questions
  1. The questions must cover all topics within a certain time
3. 3)Conduct the focus group
  1. You must lead the group with respect and authority
  2. You must be a moderator
    1. 1) be empathetic and sensitive
    2. 2) Keep the discussion moving and focused
    3. 3) Use silences, pauses and probes effectively
    4. 4)Be respectful to the participants and thank them for their contributions
    5. 5)Have adequate background knowledge of the topic
    6. 6)Have effective communication skills
    7. 7)Thank participants for their time and contribution
4. 4)Analyse the group data
  1. The ideal is to do everything in one orden
  2. TIPS
    1. )Type up significant notes
    2. 2) Cut-and-paste your data into themes, patterns, trends, etc., whether manually, with your wordprocessor or with specialised analysis software
    3. 3) Organise your categories into subcategories and arrange them in order of importance
    4. 4) Edit your data
    5. 5)Select and edit actual quotations to illustrate your emerging themes
    6. 6) Think about investigating emerging issues further, perhaps by using alternative instruments
PURPOSES
1. Gather more information from experts on a topic
2. Create a respectful interaction between experts
3. Know different points of view about something
USES
1. It is widely used in marketing for the selection of products for sale
  1. That helps to generate greater economic incomes
2. Effective when used in economic matters
3. Used to improve products
4. Used by social science researchers in the data-collection phase of their projects.
5. Make a product more attractive to people

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FOCUS GROUPS

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	Creado por Daniela Virginia Benítez López hace alrededor de 3 años