FOCUS GROUPS

DEFINITION
1. Focus-group research is a method used to gather rich, descriptive data in a smallgroup format from participants who have agreed to ‘focus’ on a topic of mutual interest.
PURPOSES
1. Gathering opinions, beliefs, and attitudes about issues of study interest
2. Encouraging discussion about a particular topic
3. Providing an opportunity to learn more and deeply about a topic or issue
4. Testing your theoretical assumptions
5. Interpreting quantitative research results
PROCEDURE
1. STEP 1
  1. Establish the group
2. STEP 2
  1. Develop your questions
3. STEP 3
  1. Conduct the focus group
4. STEP 4
  1. Analyse group data
ADVANTAGES
1. A great complement to other mediums like online surveys and online polls.
2. Immediate access to opinions, making data collection, and analysis quick and convenient.
3. Highly flexible to adapt to the needs and opinions of the group members.
4. Are perfect sources to understand the true feelings and perceptions of your selected target audience,
USES
1. Public attitudes (e.g., workplace equality, social relations)
2. Personal behaviors (e.g., dealing with cancer)
3. A new product being introduced to the market (e.g., a new breakfast cereal)
4. Improving an existing product or service
5. A political candidate

Resource summary

	Created by Anaid Arrieta about 4 years ago