Chapter 5 Focus Groups Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Summary slide What is a focus group and why use it ? Steps in planning a focus group project Issues in location and setting Size and composition of group What kind of people? Qualities and tactics of a good moderator Focus group discussion guide Analysing a focus group Internet focus groups Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

What is a focus group? A qualitative research method where a group of 6 to 10 people spend 1 to 2 hours with a researcher and discuss their opinions in an informal and relaxed situation Also called ‘group discussions’ Text Ch 5, p. 147 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Why use focus groups? Obtain and develop ideas Get opinions on product and service concepts Explore issues, opinions and ideas in depth Generate hypotheses for further testing Help in questionnaire design Obtain opinions on products, services and communications material Hear how people express themselves about an issue Increase understanding of survey findings Text Ch 5, p. 148 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Obtaining and developing ideas Ideas for advertising campaigns Ideas for new products or services Text Ch 5, p. 148 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Product /service concepts A concept is an idea that represents a product, service or advertising theme Testing is done at the concept stage to: test idea before significant money is spent test customer interest in the concept Advantages: respondents are not rushed they can ask questions they can try the product they may be able to meet and talk with the designer Text Ch 5, p. 148 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Exploring issues, opinions and ideas Research projects often start from a management or marketing problem Problems expressed as symptom Research needed to identify the cause Text Ch 5, p. 149 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Generating hypotheses Help researchers identify issues Help formulate ideas about the issues that should be further investigated Help to determine which research design and methods should be employed Text Ch 5, p. 149 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Developing a questionnaire Used to explore topics to include in a survey Ensure all relevant issues included Check understanding of the questionnaire (i.e. words and concepts) Help identify which items should be scaled and pre-coded Text Ch 5, p. 149 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Obtaining opinions Products and services How product and services are used Why or why not purchased: likes and dislikes usage problems (cont.) Text Ch 5, p. 149 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Obtaining opinions (cont.) Communications material Is it: meaningful? understood? complete? different? relevant? acceptable to community standards? Text Ch 5, p. 149 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Steps in conducting a group project Three key stages, ten steps Phase 1—Planning the focus group Phase 2—Conducting focus groups Phase 3—Analysing and reporting results Text Ch 5, p. 147 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Steps in planning a focus group project Phase 1: Planning focus group study Phase 2: Conducting focus group discussion Phase 3: Analysing and reporting results Define overall purpose of research List detailed information objectives Decide who should participate Specify number and structure of groups Decide qualifications participants need Prepare detailed discussion guide 7. Organise sessions and carry out research 8. Analyse discussions 9. Write report 10. Plan or recommend any necessary follow up Text Ch 5, pp. 147-8, Figure 5.1 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Phase 1—Planning the focus group The most critical phase Researchers must have an understanding of the purpose of the study, a precise definition of the problem, and specific data requirements Key decisions focus on: who the appropriate participants would be how to select and recruit respondents what size the focus group should be where to have the sessions Text Ch 5, p. 147 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Phase 2—Conducting focus groups Key player in this phase—focus group moderator To ensure a successful interactive session, moderator’s role and pertinent characteristics must be clearly understood by both researcher and client Necessary activity in this phase is the development of a moderator’s guide outlining topics and questions that may be used in the session Text Ch 5, p. 174 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Phase 3—Analysing and reporting results Conduct a content analysis on the raw data obtained during the session Write a formal report communicating the findings Remember who will be the reading audience: the purpose of the report an appropriate report style format Text Ch 5, p. 179 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Issues in location and setting Accessible Convenient Comfortable Appropriate décor and setting Specialised rooms Hotel/club room Meeting room Text Ch 5, p. 160-1 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Size and composition of group Size of group depends on goal: suggested number is eight General public or specialist: e.g. organisation members (cont.) Text Ch 5, p. 164-5 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Size and composition of group (cont.) If too large: can fragment into smaller groups respondents have less opportunity to speak can be difficult to maintain order If too small (<6) harder to get discussion moving moderator has to be more involved less variety of opinion in smaller groups exception is professional groups Text Ch 5, p. 164 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

What kind of people? Establish the correct sample to represent the population Characteristics may include: demographics—age, sex, education geography—location lifestyle characteristics—family, education product/service usage Text Ch 5, p. 165 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

How many groups? Depends on: diversity of population number of different kinds of people that the research wants to interview time and budget available Text Ch 5, p. 168-9 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Examples of population Cereal purchasers: heavy buyers light buyers families—e.g. with children aged under 10 or over 12 health-conscious people Road safety: vehicle users pedestrians motorcyclists Text Ch 5, p. 169 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Sample requirements All variables Prefer red Prefer white Likes both Age 18-30 X Age 45+ Has a wine cellar Drinks wine 3+/week Variables reduced Drinks wine 3+ times/week Text Ch 5, p. 169-70, Tables 5.5 and 5.6 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Duties of the moderator Key player in a focus group Creates and maintains rapport with subject group Keeps group in order Encourages quiet respondents Manages overly dominant players Establishes focus group rules Maintains focus on subject at hand Asks probing questions Does not provide opinions May also design, analyse and report on group Text Ch 5, p. 172 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Advantages of focus groups Issue Often produce unexpected ideas More likely to occur than if asked questions directly 2. Group dynamics stimulate involvement One person can stimulate ideas in another 3. Little pressure on respondents to take part Respondents feel comfortable and can speak when ready 4. Client can observe session Some clients like to watch and listen to ‘real people’ 5. Client’s involvement may increase their confidence Client can see and better understand research process (cont.) Text Ch 5, p. 151, Table 5.1 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Advantages of focus groups (cont.) Issue 6. Results are more immediate Information is available more quickly and can be more powerful 7. Knowledge of statistics not needed Qualitative reports are easier to understand 8. Suitable for researching confidential topics Confidential client information is less likely to become public 9. Focus group process is flexible Good ideas come unexpectedly and can be encouraged by the moderator Text Ch 5, p. 151, Table 5.1 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Weaknesses of focus groups Issue Sample is not representative Findings cannot be projected onto population 2. Success depends on skill of moderator Moderator skills vary 3. Little is known about each person in the focus group Responses can’t be cross-analysed, e.g. in demographics 4. Client’s attendance can cause problems Don’t always understand limitations of method or findings (cont.) Text Ch 5, p. 155, Table 5.2 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Weaknesses of focus groups (cont.) Issue 5. Groups have a false appearance of reliability Observers may forget that findings have not been quantified 6. Observers may select the findings they wish to believe Acceptance of what they already believe 7. Respondents may not be typical Depends on how representative respondents are 8. Group dynamics may have a negative affect Not willing to disagree with other group members Text Ch 5, p. 155, Table 5.2 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Recruiting focus groups Sometimes use an additional question in survey forms about willingness to participate Contacted through telephone Referrals by other attendees Text Ch 5, p. 170 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Recruitment process Researcher specifies requirements to recruiter: identify number of groups identify locations for the study identify kinds of people to be in each group Researcher and recruiter establish respondents fee Recruiter locates suitable candidates Recruiter and researcher arrange location Recruiter manages administration e.g. invitations, replacements Text Ch 5, p. 171 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Tactics for moderators Convey an open, accepting attitude Use open-ended questions Encourage respondents to talk Encourage all respondents to participate Encourage honest disagreement Vary behaviour as the situation demands Text Ch 5, pp. 173-4 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Qualities of a good moderator Intelligent, able to think quickly Outgoing A good people manager Patient, tolerable, tactful Comfortable with people Interested in talking and listening (cont.) Text Ch 5, p. 174 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Qualities of a good moderator (cont.) Able to make respondents feel comfortable Observant Able to talk and discuss issues well Able to modify topics, direction and emphasis as required Text Ch 5, p. 174 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Focus group discussion guide Based on objectives agreed with client Lists topics to be covered during the focus group, generally in a logical sequence Introduction Text Ch 5, p. 176-7 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Analysing a focus group More subjective and interpretative than surveys Focus groups conducted for exploratory purposes Consensus of the group is not required Opinions may be aired supporting a variety of opinions, therefore it is hard to be definitive about an issue Text Ch 5, p. 178 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Internet focus groups Advantages Groups are quick to set up and conduct Hard-to-get people can be included The method is suitable for people whose incidence in the total population is low The cost is lower There is no need for participants to travel Widely spread out people can participate Advanced technology is available (cont.) Text Ch 5, p. 181-2 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Internet focus groups (cont.) Advantages (cont.) Clients can watch from any location No intrusiveness is caused by the client observing All kinds of stimuli can be used to provoke discussion Records are easy to store Participants can easily be contacted again later A transcript of the group’s comments is available soon after (cont.) Text Ch 5, p. 181-2 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Internet focus groups (cont.) Disadvantages The moderator cannot observe participants’ body language The moderator is unable to use their skills to maximise participation, encourage comment etc. It is harder to screen participants and make sure they all meet the researcher’s requirements It is harder to maintain the involvement of all participants all the time We cannot know how much attention participants are paying to the proceedings (cont.) Text Ch 5, p. 184 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley

Internet focus groups (cont.) Disadvantages (cont:) The process is less involving for client observers who benefit from listening and observing ‘real’ people Online groups are not appropriate for highly emotive issues or where the moderator must gain participants’ confidence Participants take part as individuals more than as members of a group, so the group dynamic is not as strong Text Ch 5, p. 184 Copyright  2004 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley