Presentation Transcript
NEW COMMUNITIES PROJECT : NEW COMMUNITIES PROJECT Focus Groups:
A Beginner’s Guide
What is a focus group? : What is a focus group? GROUP OF INTERACTING INDIVIDUALS HAVING COMMON INTEREST OR CHARACTERISTICS ORGANISED BY A MODERATOR TO GAIN INFORMATION
USED TO UNDERSTAND HOW, WHY OR WHAT BELIEFS PEOPLE HOLD ABOUT TOPICS, PRODUCTS OR POLICIES
What is a focus group? : What is a focus group? TYPICALLY 7-10 PEOPLE UNFAMILIAR WITH EACH OTHER IN AN ENVIRONMENT WHICH ENCOURAGES DIFFERENT PERCEPTIONS.
SEVERAL GROUPS USED TO IDENTIFY TRENDS AND PATTERNS IN BELIEFS AND PERCEPTIONS
SYSTEMATIC ANALYSIS OF DISCUSSIONS TO GAIN INSIGHT INTO HOW PEOPLE FEEL ABOUT A PRODUCT ISSUE OR POLICY/PROGRAMME
Slide4 : Focus groups are best used to explain "why" the public feels the way it does. A properly constructed and administered focus group will draw out the "motivational factors" behind the "top of mind" opinions -- which is critical to understanding what is driving public opinion.
WHO USES FOCUS GROUPS? : WHO USES FOCUS GROUPS? POLITICAL ANALYSTS/POLLSTERS
ORGANIZATIONAL RESEARCHERS
STATUTORY AGENCIES
SURVEY DESIGNERS
Origins of focus groups : Origins of focus groups DEVELOPED IN US IN 1930s DUE TO CONCERNS OVER DATA DERIVED FROM INTERVIEWER LED RESEARCH
RK MERTON: EVALUATION RADIO BROADCASTS AND US PROPAGANDA FILMS IN 1940s AND 1950s
What focus groups can tell you : What focus groups can tell you HOW PEOPLE THINK OR FEEL
GREATER INSIGHT INTO WHY CERTAIN OPINIONS ARE HELD
ASSIST PLANNING AND DESIGN OF PROGRAMMES
EVALUATE EXISTING POLICY
DEVELOP STRATEGY
WHAT FOCUS GROUPS CANNOT TELL YOU : WHAT FOCUS GROUPS CANNOT TELL YOU VALID INFORMATION ABOUT INDIVIDUALS
VALID BEFORE AND AFTER INFORMATION
WIDELY GENERALISABLE INFORMATION
Advantages of Focus Groups : Advantages of Focus Groups HIGH FACE VALIDITY (NATURAL INTERACTION AND SOCIAL INFLUENCE)
USEFUL IN OBTAINING INFORMATION FROM GROUPS SUCH AS CHILDREN OR NON-LITERATE
LOWER COSTS AND SPEED OF DATA GATHERING
EASY TO CONDUCT
Advantages of Focus Groups : Advantages of Focus Groups CAN USE BOTH VERBAL AND NON-VERBAL DATA
CAN OBTAIN DEEPER LEVELS OF MEANING
HIGHLY FLEXIBLE/ADAPTABLE
ACCESSABLE RESULTS
Disadvantages of Focus Groups : Disadvantages of Focus Groups SAMPLE NOT RANDOM NOR NECESSARILY REPRESENTATIVE
QUALITY OF DATA HIGHLY INFLUENCED BY ABILITY OF MODERATOR TO EVOKE RESPONSES
RESULTS SUBJECT TO MULTIPLE INTERPRETATIONS
TRANSITORY EFFECTS
The Making of a Good Focus Group : The Making of a Good Focus Group
….the single greatest component of a successful focus group is the moderator
Frank I. Luntz
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