Presentation on theme: "Focus group interview สัมภาษณ์กลุ่ม. Key features of focus group They provide evidence from many voices on the same topic they are interactive they provide."— Presentation transcript:
Key features of focus group They provide evidence from many voices on the same topic they are interactive they provide a supportive forum for expressing suppressed views they allow you to collect a large amount of data fairly quickly.
Some applications of the focus group method Developing and understanding brands, products and services Understanding behavior and attitudes The testing of advertising messages or concepts Exploring strategic policies and strategies Investigating organizational and industry issues
Developing and understanding brands, products and services What do you think about health campaigns run by the ministry of public health compare to the business sector? From the scale of 1-100, to what extent do you think that these campaigns work? Why?
Understanding behavior and attitudes Do you have a sweet tooth habit? Do you take crisps, or sweets, between the meals? What is your perceptions of people with sweet teeth?
The testing of advertising messages or concepts What makes farting better than smoking? What is your reaction when you first hear the question? Who should be the target group of this message? If you are supposed to market the question, what channels do you think will sell the idea to the target group best?
Exploring strategic policies and strategies What do you think about forcing the manufacturers to put on warning labels about sugar consumption on the food that contains sugar like cigarette warning labels?
Investigating organizational and industry issues for management purposes!
Stages in focus group research Planning Recruiting Moderating Analyzing Reporting
Planning Preconstituted focus groups Social or professional groups already existed Research constituted focus groups Groups that are created to suit your own purposes
Moderating Rapport Stimulus materials Questioning
Interview Selecting questions Structured ( เตรียม ) vs. unstructured ( ไม่ เตรียม ) Questions organizing Training and controlling behavior of interviewers Reliability and validity Consistent responses? ( คำตอบเหมือนกัน ?) Sampling subjects Representation? Analyzing and interpreting results Interpretation ตีความ Reasons behind answers อธิบายคำตอบ ของผลวิจัยเชิงปริมาณ
Interview questions (p 241) Initial questioning Funnel questions Inverted funnel questions Strategies for follow-up questioning Mirror questions (Repeating previous responses) Probe(More specific) Climate questions (Feeling) I want you to imagine that you have a magic wish and you can change anything about your look ( ถ้าคุณ สามารถขอพรได้หนึ่งข้อ เกี่ยวกับหน้าตาของคุณ What would you change? คุณอยากจะเปลี่ยนอะไรบน ใบหน้าคุณ ? Why? Would it be a real benefit or just a nice to have?
Limitations and problems Conversation domination - Bias Group pressures - Distortion Impersonal climate - Honesty Expression inability - No information Difficult to moderate - too many people Data representing the group only