CalACT ALL ABOUT FOCUS GROUPS JD FRANZ RESEARCH, INC. Public Opinion and Marketing Research.

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Presentation transcript:

CalACT ALL ABOUT FOCUS GROUPS JD FRANZ RESEARCH, INC. Public Opinion and Marketing Research

A FEW DEFINITIONS  Qualitative Research  Focus Groups  Formal Focus Group Facility  Screener  Recruitment  Moderator  Moderator’s Outline/Discussion Guide  Participants  Observers  Hostess  Coop/Cooperation Fee

KEY CHARACTERISTICS  Help Us Understand “Why”  Obtain In-Depth Information  Always Exploratory  Cannot Be Generalized  Facilitate Survey Design and Analysis  Can Present Problems of Participation and Control

KEY CHARACTERISTICS  Relatively Unstructured  Yield Information from Interaction  Require a Skilled and Unbiased Moderator  Subject to Interpretation Bias  Difficult to Analyze  Relatively Quick and Inexpensive

STEPS IN CONDUCTING A SUCCESSFUL FOCUS GROUP 1.Determine decisions to be made 2.Determine information needed to make decisions 3.Ensure that:  All the information needed for decision-making will be obtained  All of the information obtained will be useful in decision- making 4.Determine group location(s) 5.Determine group size 6.Determine participant characteristics 7.Determine cooperation fee 8.Plan group and observer refreshments 9.Design a screening questionnaire 10.Have client review the screener and modify as needed

STEPS IN CONDUCTING A SUCCESSFUL FOCUS GROUP 11.Revise the questionnaire based on facility results:  Recruiter ease  Respondent comprehension  Target population incidence 12.Develop a draft moderator's outline 13.Have client review the outline and modify as needed 14.Recruit the participants 15.Send confirmation letters and maps 16.Make confirmation calls 17.Hope for the best 18.Set up audio- and/or video-taping equipment as needed 19.Conduct the group 20.Transcribe the audiotapes

STEPS IN CONDUCTING A SUCCESSFUL FOCUS GROUP 21.Review the transcriptions or videotapes 22.Think about the meaning of the discussions 23.Write a draft of the final report 24.Have client review the draft and modify as needed 25.Prepare the final draft report 26.Prepare the report presentation 27.Present the report