The focus group research handbook / Holly Edmunds.

Format:

Book

Author/Creator:

Edmunds, Holly.

Contributor:

American Marketing Association.

Language:

English

Subjects (All):

Focus groups--Handbooks, manuals, etc.

Focus groups.

Genre:

Handbooks and manuals.

Physical Description:

x, 276 pages ; 24 cm

Place of Publication:

Lincolnwood, Ill. : NTC Business Books, [1999]

Summary:

Well-conducted focus group research can determine the course of your company's future. The Focus Group Research Handbook, a comprehensive, accessible reference tool, provides all the information you'll need to implement a focus group research study for your business, department, or small company. The results of a qualitative research study like a focus group can provide your business with powerful insight on the behavior patterns of your targeted "customer." Following author Holly Edmund's plan, you'll learn how you can turn focus group study results into real profits by redirecting your advertising or marketing strategies to better meet the needs of your customers.

The Focus Group Research Handbook offers guidelines for designing and conducting focus group studies, including sampling and recruiting, discussion guide development, suggested moderating techniques, and reporting methods. Packed with invaluable advice, The Focus Group Research Handbook simplifies and clarifies the entire focus group research process and explores how the results of such a study can bring value to your business or organization. Whether you are researching the advantages of conducting a focus group research study or have already determined that focus groups will benefit your company or organization, this guide will help you make the best choices for your business.

The Focus Group Research Handbook is a comprehensive guide to contracting with a market research vendor to create a customized focus group study for your business or organization. Author Holly Edmunds thoroughly explains and simplifies the methodology of focus group studies and comprehensively outlines the steps you need to follow to implement and then analyze focus group research. From designing research vendor questionnaires to selecting an effective moderator, from analyzing results to turning those results into workplace gains, this book will provide you with all the tools and tips you'll need to simplify the focus group process.

Whether you're a project manager, a sales or marketing professional, a business owner, or a professional moderator, you're sure to benefit from the practical and insightful information provided in The Focus Group Research Handbook.

Contents:

Chapter 1 Focus Groups 1

Use of Focus Groups 2

When to Use and When to Avoid Focus Groups 3

Advantages and Disadvantages of Focus Groups 7

General Design of a Focus Group Study 8

Variations on Focus Groups 13

Telefocus Groups 14

Mini Focus Groups 19

Triads 19

Internet Focus Groups 22

Video Focus Groups 27

Chapter 2 Designing a Focus Group Study 29

Sampling for Focus Groups 29

Design of the Screener Questionnaire 31

Typical Questions 31

Invitation to Participate 34

Sample Questionnaires 36

Recruiting Focus Group Participants 38

Case Study: Screener Questionnaire Development 40

The Discussion Guide 50

Case Study: Discussion Guide Development 55

Chapter 3 Facility Issues 59

Selecting a Research Facility 59

Room Availability and Size 62

Viewing Room Capacity 63

Host(ess) Services 64

Moderator Communication System 65

Audio- and Videotaping Capabilities 66

Audiovisual Equipment 67

Chapter 4 Focus Group Moderation 69

Selecting a Moderator 69

Skills of the Moderator 70

Other Considerations 74

Use of the Discussion Guide 75

Moderator's Attention Level 77

Introducing Participants to Focus Group Procedures 78

Moderator's Role 80

Speaking Clearly and One at a Time 80

No Right and Wrong Answers 80

Need for Active Participation 81

Breaking the Ice 81

Conducting the Focus Group Discussion 82

Maintaining Control of Group Discussions 82

Keeping the Conversation on Track 82

Moderation Techniques and Approaches 83

Polling or Ranking Exercises 84

Comparison Games 85

Role-Playing 86

Break in the Session 86

Chapter 5 Focus Group Evaluation 87

Writing the Report 87

Tools for Analysis 89

Moderator's Notes 90

Viewers' Notes 91

Debriefing Session 91

Audio- and/or Videotapes 92

Focus Group Transcripts 93

Pregroup (or In-Group) Questionnaires 93

Techniques in Focus Group Evaluation 94

Key Report Deliverables 95

Executive Summary Report 96

A Detailed Report 97

Focus Group Transcripts 97

Presentation of Results 98

Chapter 6 Pros and Cons of Doing It Yourself 99

Pros 99

Budgetary Advantages 100

Knowledge Base of Moderator 100

Cons 100

Bias 101

The Cost of Poor Research 101

Chapter 7 Other Focus Group Situations 103

International Focus Groups 104

Sampling and Recruiting Requirements 104

Facilities: Differences and Distances 105

Language Barriers 106

Cultural Differences 108

Focus Groups with Children or Teens 109

Recruiting Minors 110

Scheduling and Preparing for the Groups 111

Conducting Focus Groups with Children 112

Focus Groups with Senior Citizens 115

Testing Prototypes/Concepts Prior to Focus Groups 117

Ad Hoc Problem Solving 118

Too Few Participants 119

Recruiting Behind Schedule 120

Participants Accompanied by Family Members 120

Arrogant and Disruptive Participant 121

Recording Equipment Failure 122

Moderator Unavailable 122

No Prototypes on Hand 123

Chapter 8 Ethics in Focus Group Research 125

Expectations of the Client 125

Expectations of the Vendor 126

Expectations of Participants 127

Appendix A Sample Focus Group Screener Questionnaires 135

Community Recycling Study: Focus Group Screener 137

Water Quality Study: Focus Group Screener 144

Credit Union Senior Program Study: Focus Group Screener 148

Communications Focus Group: Focus Group Screener 152

Software Study: Focus Group Screener 156

Appendix B Sample Focus Group Discussion Guides 161

Water Quality: Focus Group Discussion Guide 162

Acme Credit Union Senior Package Account: Focus Group Discussion Guide 165

Communications: Focus Group Discussion Guide 169

Appendix C Sample Executive Summary Reports 175

Water Quality Focus Group Study: Executive Summary Report 177

Acme Credit Union Senior Program Focus Groups: Executive Summary Report 205

Communications Focus Group Study: Executive Summary Report 229

Software Focus Group: Executive Summary Report 247.

Notes:

At head of title: American Marketing Association.

Includes index.

ISBN:

0844202886

OCLC:

39361186