Category: Focus groups
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The focus group debrief
This video shows an example of focus group and, at the end, a so called debrief, i.e. a meeting held after the conduction of a focus group where both clients and researchers discuss the main results. Note that it is not entirely realistic and somewhat humorous but it lets get an overview of it.
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Focus group fake ID participants
This video shows a very common mistake when conducting a focus group, i.e. recruiting frequent participants who sometimes get to play fake roles just to fit into the recruiting criteria and get paid for it. From the minute 0:41 the moderator poses a question and one of the participants seems to put his foot in…
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This video shows how a question-oriented focus group is conducted
This video shows how a question-oriented focus group is conducted. Specifically, the focus group aims to test a sauce flip top. Hence, it is a good example of focus group for market research.
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What is a focus group
A focus group can be defined as a group interview centered on a specific topic and coordinated by one person, usually called moderator or facilitator. The aim of this research technique is generate primarily qualitative data, by observing and analyzing the interaction that occurs within the group. The earliest use of this method was in…
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Robert K. Merton, Versatile Sociologist and Father of the Focus Group
By MICHAEL T. KAUFMAN Published: February 24, 2003 Robert K. Merton, one of the most influential sociologists of the 20th century, whose coinage of terms like ”self-fulfilling prophecy” and ”role models” filtered from his academic pursuits into everyday language, died yesterday. He was 92 and lived in Manhattan. Mr. Merton gained his pioneering reputation as…
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Mobile apps for online qualitative research
Today I stumbled across this innovative application for online qualitative research. It powers a range of ‘conversation & observation’ activities such one to ones, auto ethnography and group discussions, among others. The application is run by Liveminds and offers a demo request.
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Example of focus group-based research
Case study: Faith and secularism in contemporary Britain Questions regarding the role of religion in public life remain contested, as exemplified by recent debates on issues such as same-sex marriage, gender equality, and faith schools. While some argue that a climate of ‘militant secularism’ now means that religious groups (including Christians) can be viewed as…
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10-step checklist to conduct a focus group
1. Ice breaking part. “Have you got some problems to find this place“ 2. Gratefulness. “Thanks you for having agreed to the meeting“ 3. Research purpose: “This interview is part of a greater research project on…“ 4. Inform about confidentiality: “Nothing said by the participant will be attributed to them“ 5. Request to record the…
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The role of a focus group moderator
In general, moderator should be “flexible, objective, empathic, persuasive, a good listener” (Fontana and Frey 2000, p. 652) In a ideal focus group, the moderator would just participate to put research topics. It is participants who must dominate the discussion. However, there are a number of situations where moderator should also participate. 1. To prevent…