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Transcript of 10311-140 Street Edmonton, AB T5H 2L7 (780) 488-1123 Monday, October 26, 2015 FOCUS GROUPS Anne...
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Thursday, April 20, 202310311-140 Street • Edmonton, AB • T5H 2L7 • (780) 488-1123
FOCUS GROUPS
Anne Jacox Cue Research Inc.
November 18, 2008
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Thursday, April 20, 2023
• Slide 2 •
My Background
• Anne Jacox, Cue Research Inc.• B.A., Psychology, CMRP• Qualitative training through RIVA in
Washington D.C.• Instructor at GMC• Company established in 1991• Approximately 3,000 focus groups
conducted
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Thursday, April 20, 2023
• Slide 3 •
Clients - Examples
• AADAC• Alberta Health and
Wellness• Alberta Pacific Forest
Industries• ASBA• BC Hydro• EPSB• Finning• Canada Safeway
• Canadian Council of Professional Engineers
• NAIT• Nova Chemicals• TELUS• University of Alberta• VanCity Savings
Credit Union• Windsor Tourism
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Thursday, April 20, 2023
• Slide 4 •
Common Uses of Focus Groups
• Exploratory
• Image evaluation
• Advertising/concept evaluation
• Employee/member satisfaction
• Product development; packaging
• Uses with quantitative research
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Thursday, April 20, 2023
• Slide 5 •
Qualitative Research
Advantages• Group dynamic• Breaks down resistance to offering
comments• Less costly than quantitative (usually)• Group can be viewed in progress• Changes can be made as project
progresses
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Thursday, April 20, 2023
• Slide 6 •
Qualitative Research
Limitations• Cannot generalize to population (i.e.,
convenience sample)• Methodology problems (e.g., wrong
respondents, too many targets, poor design)
• Results can be misinterpreted• Problem respondents
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Thursday, April 20, 2023
• Slide 7 •
Qualitative Research Process
• Background • What is the research problem/issue?
• Objectives• What is the key area of interest/issue
that needs to be addressed?• What action will be taken as a result of
this research?
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Thursday, April 20, 2023
• Slide 8 •
The Research Process – Cont.
Methodology• Recruitment criteria/recruitment screener
• Specification considerations (who do we want to talk to):• Males versus females versus mixed• Age ranges (teens versus young adults
versus older adults)• Other variables, such as income,
interest, readership, etc.
• Professional recruiter versus volunteer
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Thursday, April 20, 2023
• Slide 9 •
The Research Process – Cont.
Methodology• Incentives versus no incentives• Facility considerations
• Location of facility• Type of facility•Observers•Recording•Refreshments
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Thursday, April 20, 2023
• Slide 10 •
Planning & Implementation
• Number of groups/target audiences• Locations• Type of facility• Screening questions• Disclosing the client• Privacy legislation• Amount of incentive• Moderator’s guide, materials
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Thursday, April 20, 2023
• Slide 11 •
The Moderator
• Vested InterestAdvantages• Cost• Knowledge of issues
Disadvantages• Knowledge of issues;
assumptions• Credibility• Knowledge of
respondents; confidentiality
• Process problems• Time commitment
• IndependentAdvantages• Honest disclosure• No fear of reprisal• No answers for
respondents• Experience• Responsibility for project
methodology
Disadvantages• Cost• Knowledge of issues
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Thursday, April 20, 2023
• Slide 12 •
Role of Moderator
• Guide the discussion• Ask questions; probe for clarity• Control dynamics of group• Ensure opinions are heard• Understand when to go in another direction or
explore an unanticipated direction• Thank respondents
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Thursday, April 20, 2023
• Slide 13 •
The Moderator’s Guide
Components of the moderator’s guide:• Introduction (approximately 10
minutes):• Introduce moderator and function of
moderator• Introduce/clarify topic of
discussion/reason for meeting• Explain why focus groups are being
used
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Thursday, April 20, 2023
• Slide 14 •
The Moderator’s Guide – Cont.
Introduction – continued:• Role of respondents• Recording – why a recording of session,
who hears tapes/has access to tapes, what happens to tapes
• Observers – introduce observers and their role in the research process
• Reporting – explain how results will be used
• Participant introductions – simplicity
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Thursday, April 20, 2023
• Slide 15 •
The Moderator’s Guide – Cont.
General Topic Headings• Look at objectives• Three to five key areas of investigation• Summary
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Thursday, April 20, 2023
• Slide 16 •
The Moderator’s Guide – Cont.
Types of Questions• Open ended• Closed• Probes – use of “why”• Self-completion exercises• Use of questionnaires• Projective techniques
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Thursday, April 20, 2023
• Slide 17 •
The Moderator’s Guide – Cont.
Summary• Review• Final recommendations or observations• Thank you
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Thursday, April 20, 2023
• Slide 18 •
Techniques
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Thursday, April 20, 2023
• Slide 19 •
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Thursday, April 20, 2023
• Slide 20 •
Report Writing
Table of Contents• The Research Investigation
• Research Objectives• Research Methodology• Limitations of the Research
• Executive Summary• Key observations and moderator comments
• Key Research Findings• Use of quotes versus no quotes
• Appendix – Moderator’s Guide
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Thursday, April 20, 2023
• Slide 21 •
Mistakes Clients Make
• Too many objectives• Target group is too broad• Want large groups• Want to quantify information• Not enough groups/too many• Wrong locations• Want to do the recruit• Want entertainment• Don’t go to groups• Don’t listen to groups• Don’t do groups
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Thursday, April 20, 2023
• Slide 22 •
Mistakes Researchers Make
• Not enough attention to screening questionnaire
• Inflexible during group• Reluctant to eject problem respondent;
too quick to eject problem respondent• Serial interviewing
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Thursday, April 20, 2023
• Slide 23 •
Summary
• Questions