Difference between revisions of "Focus Groups"
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==Benefits of focus groups== | ==Benefits of focus groups== | ||
| − | #they are a quick method | + | #they are a quick method; |
| − | #they are helpful for collecting information on the group's attitude on a given subject, that would be difficult to obtain without interaction | + | #they are helpful for collecting information on the group's attitude on a given subject, that would be difficult to obtain without interaction; |
| − | #thay are useful for eliciting information on the characteristics of conversation | + | #thay are useful for eliciting information on the characteristics of conversation. |
==Limits of focus groups== | ==Limits of focus groups== | ||
| − | #to be effective, they need a skilled moderator to conduct them, who has to balance the freedom and spontaneity of the conversation against the focus on the topic | + | #to be effective, they need a skilled moderator to conduct them, who has to balance the freedom and spontaneity of the conversation against the focus on the topic; |
#participants' answers are influenced by the social environment: in order to avoid conflict, their attitude is usually more polite and moderate compared to what they would show in one-to-one interviews; | #participants' answers are influenced by the social environment: in order to avoid conflict, their attitude is usually more polite and moderate compared to what they would show in one-to-one interviews; | ||
| − | #it is difficult to generalize their output, since the number of participants is not large enough to be representative of the whole population | + | #it is difficult to generalize their output, since the number of participants is not large enough to be representative of the whole population; |
| − | #to limit the self-censorship, the group should be composed by people who are similar. Hence, to collect data on persons with different characteristics, it is necessary to run multiple focus group sessions | + | #to limit the self-censorship, the group should be composed by people who are similar. Hence, to collect data on persons with different characteristics, it is necessary to run multiple focus group sessions; |
| − | #results are difficult to analyse both because sessions must be audio taped and trascribed and because the issue is influenced by the moderator, who participates in the session too <ref> [http://en.wikipedia.org/wiki/Focus_group Wikipedia] (3 June 2009), [http://managementhelp.org/evaluatn/focusgrp.htm managementhelp.org] (3 June 2009), [http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml www.webcredible.co.uk] (3 June 2009), [http://www.extension.iastate.edu/Publications/PM1969B.pdf www.extension.iastate.edu] (3 June 2009) </ref>}} | + | #results are difficult to analyse both because sessions must be audio taped and trascribed and because the issue is influenced by the moderator, who participates in the session too. <ref> [http://en.wikipedia.org/wiki/Focus_group Wikipedia] (3 June 2009), [http://managementhelp.org/evaluatn/focusgrp.htm managementhelp.org] (3 June 2009), [http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml www.webcredible.co.uk] (3 June 2009), [http://www.extension.iastate.edu/Publications/PM1969B.pdf www.extension.iastate.edu] (3 June 2009) </ref>}} |
Revision as of 13:23, 23 July 2009
 FOCUS GROUPS |
| A qualitative research tool in which a group of participants is invited to share their feelings and thoughts on a specific topic (such as a product, a service, a concept, an advertisement, an idea...). Participants, who are usually alike persons, can spontaneously talk with each other, since the focus group session runs in an interactive setting.
Benefits of focus groups
Limits of focus groups
|
 Web Resources |
| Below you have a list of selected websites where you can find further information on Focus Groups: |
| Link | Content |
|---|---|
| managementhelp.org | Guideline to conduct focus groups. |
| www.webcredible.co.uk | Advice about how to plan and run focus groups. |
References
- ↑ Wikipedia (3 June 2009), managementhelp.org (3 June 2009), www.webcredible.co.uk (3 June 2009), www.extension.iastate.edu (3 June 2009)