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Focus Group Three Main Phases First Phase: Before the focus group1. Define the purpose i.e. objective of focus group

2. Establish a timeline3. Identify the participants4. Generate the questions5. Develop a script6. Select a facilitator7. Chose the location

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Cont Second Phase: Conduct the focus groupThe materials you might need for the session are: Notepads and pencils

Computer with presentation Flip chart or easel paper Focus group script List of participants

Markers Masking tape Name tags Refreshments

Watch or clock

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Cont

Third Phase: After the Focus Group Interpret and Report the Results:There are three steps to creating a report on your focus

group: Summarize each meeting Analyze the summaries Write the report

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Other Venues for focus group interviews Telephone Focus Groups

Online Focus Groups Videoconferencing Focus Groups

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Projective Techniques Word or Picture association : match images, experience, emotions,

products and services, even people and places, to whatever is beingstudied

Sentence completion: complete the sentence.

Cartoons or empty balloons: write the dialog for a cartoonlikepicture. Thematic Apperception test: Participants are confronted with a

picture and asked to describe how the person in the picture feels andthinks

Component sorts: presented with flash cards containing componentfeatures and asked to create new combinations.

Sensory sorts: presented with scents, textures, and sounds, usuallyverbalized on cards, and asked to arrange them by one or more

criteria

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Laddering or benefit chain: link functional features to theirphysical and psychological benefits, both real and ideal.

Imagination exercises : relate the properties of one thing/ person/brand to another.

Imaginary universe Visitor from other planet Personification

Authority figure Ambiguities and paradoxes Semantic mapping Brand mapping

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Ethnography

Is the form of qualitative research that focuses ondescribing the culture of a group of people.

A culture is the shared attitudes, values, norms,

practices, language and material things of a group of people.

For example of an ethnography, you might decide togo and live in a slum communities and study theculture and educational practices

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Grounded theory

It is a qualitative approach to generating anddeveloping a theory form data that the researchercollect.

For example, you might collect data from parentswho have pulled their children out of public schooland develop a theory to explain how and why thisphenomenon occurs, ultimately developing a theoryof school pull-out.