MG462 Qualitative Methods Focus Groups Dr. Meredith Rolfe Week 9

Airline Customer Survey

How often have you flown in the past 12 months? 1.Once a month or more 2.6 times times times 5.Never

How many of these flights were for business? 1.All 2.Most 3.About half 4.A few 5.None

On any of your flights, did you fly in First or Business? 1.Yes 2.No

Price is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Speed of check-in is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Friendly staff are very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Waiting times are very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Internet check-in is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Direct flights are very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Timing of flights is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Extra legroom is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Priority boarding is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Ability to choose my seat is very important when choosing an airline. 1.Strongly Agree 2.Agree 3.Neutral 4.Disagree 5.Strongly Disagree

Introduction to Focus Groups

What is a focus group? Who: An invited group of participants (8- 12), plus a facilitator (and observers) What: Facilitated discussion in which participants share their thoughts, feelings, attitudes and ideas on certain subject Instrument/Interview Guide: Loose set of questions or material to be covered in focus group discussion MG462, Week 917

What are focus groups used for Marketing: Product evaluation; Product development; Advertising development Political deliberation/Public opinion: increase community participation; televised during elections Employees: getting buy in and increasing involvement MG462, Week 918

What happens in the room Introduction Facilitator leads off with a topic Facilitator may call on people, particular those who are quiet, tries to encourage discussion Facilitator will have a list of topics to cover, will need to keep conversation moving Time: hours GROUP DYNAMICS! MG462, Week 919

Focus Group in Action Ql4 Ql4 MG462, Week 920

Hopes and Realities of Focus Groups Hopes for Focus Groups Recall forgotten details Widen range of response Reduce inhibition Naturalistic setting Reality of Small Group Discussion Only discuss common ground Polarization or meet in the middle Hierarchy (a few people dominate) Strangers in unfamiliar environment MG462, Week 921

Understanding self-report (surveys, focus groups, etc) Not true attitudes or true feelings How people self-report their own preferences, values, etc Self-report is controlled, impression management (self, others) The above is true of all “talk” - not just focus groups and surveys MG462, Week 922

Recruitment Other group members matter Composition of group (marketing) Homogenous (age, income, interests) Composition of group (political) Heterogeneous Paying participants Difficult to reach groups (high income, busy professionals) MG462, Week 923

Facilitation Facilitators matter: A focus group is a discussion between facilitator and group members Goal isn’t consensus (common mistake) Dealing with group dynamics Facilitation can be particularly essential in political deliberation/focus groups MG462, Week 924

Interpretation of Data Qualitative content analysis Quantitative content analysis Both of the above can be automated/done on the computer “Gesture” analysis and other intensive techniques Process analysis coding (discussion dynamics) Identification of knowledge and values that are shared MG462, Week 925

Summary Measuring self-presentation and impression management in a group May be very important in understanding brand and product appeal or other exploratory and formative evaluations Allows for deeper probing into answers and some access to the implicit “system 2” responses Excellent for understanding group dynamics Moderate cost, but need good facilitator MG462, Week 926

Airline Customer Focus Group

Focus Group Role Play Break into small groups of 6-8 Choose a moderator Choose an observer/coder/note taker Remaining group members are participants from a market segment Business travelers (imagine your business) Family holiday travelers Mixed travel segments Use survey questions as a guide MG462, Week 928

Focus Group Instrument: Topics for Discussion What do you enjoy about flying? What do you not enjoy? What is most important to you when choosing an airline? What can airlines do to make your travel more enjoyable?

MG462, Week 9Slide 30

MG462, Week 9Slide 31

For Reflection Were there different pictures painted by the two techniques? Why? Introspection: did you think about the same things when answering the survey as when participating in the focus group? MG462, Week 932