McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Appendix A Conducting Focus Groups

A-2 Focus Group Advantages Spontaneity—Participants readily share their experiences Subjectivity—Personal opinions and reactions are obtained Stimulation—Group interaction encourages participation Speed—Focus groups can be conducted quickly if necessary Simplicity—Verbal results are easily understandable to clients Structure—Focused conversation centers on the main issues Specialization—Specific needs and issues can be addressed Selectivity—Special groups of participants can be recruited Secrecy—Competitors aren’t likely to know about the inquiry

A-3 Focus Group Limitations Limited Generalization Small groups don't provide much reliability Sampling may not be very exacting Artificial setting might reduce validity Consensus Formation Moderator may not control leaders Minority views may not be obtainable

A-4 Focus Group Facilities Special Purpose Facilities Reception Area Waiting Room Conference Rooms Observation Rooms Recording Equipment Administrative Offices Rest Rooms Storage Area Hotel Meeting Rooms Conference Centers

A-5 Focus Group Personnel and Tasks People Moderator Participants Receptionist Camera Operator Support Staff Activities Preparation Recruitment Reception Discussion Compensation

A-6 Information Needs Essential Information Absolutely necessary - the main reason for conducting a focus group Important Information Information of substantial value or required for clarification and understanding Supportive Information Background information that amplifies and extends the value of the project

A-7 Focus Group Questions Questions are "triggers" that solicit discussion, not just a simple answer Moderator may seek a conclusion, then probe for more detail Moderator may obtain general comments, then seek a summary conclusion The object is to tease out the varying perspectives and opinions

A-8 Focus Group Participants Homogeneity The participants should share certain attributes or characteristics that make them qualified Heterogeneity The participants should reflect the entire range of perceptions and opinions about the topic Socio-Economic Similarity Those within the same socio-economic group interact more readily with one another Opinion Diversity The group should represent the full range of preferences and views on the issue

A-9 Screening Participants Question candidates on specific criteria Question them on socio-economic status Question carefully on previous participation Insure appropriate diversity of views Strive for sufficient similarity of background Expect a small proportion of no-shows Select slightly more than will be required

A-10 Compensating Participants May be compensated directly or indirectly for their time and travel Compensation must be proportional to the task they undertake Offering too little may obtain only the wrong types of participants Offering too much may be overly attractive or increase their favorability

A-11 Choosing the Moderator Good moderators may differ widely from one another in many respects Most good ones are personable, outgoing, articulate, and charismatic Those who are similar to the participants in obvious ways are more effective The moderator's experience and track record are vitally important The moderator's performance should be evaluated and recorded for future use

A-12 Desirable Moderator Skills Appear relaxed and comfortable Avoid alienating dislikable members Avoid favoritism among participants Avoid revealing own opinions Build rapport with others quickly Cover every agenda topic and issue Encourage spontaneous reactions Enjoy the company of the group

A-13 Desirable Moderator Skills Follow a logical agenda sequence Get comments from quiet members Listen attentively to speakers Never threaten or intimidate members Politely control dominant members Prevent undue consensus formation Probe to learn underlying factors Pursue unanticipated avenues well

A-14 Desirable Moderator Skills Recognize socially desirable answers Recognize when a topic is exhausted Sense members' moods effectively Show genuine interest in responses Successfully obtain minority opinions Treat sensitive issues gently Use self-disclosure effectively Use simple, conversational speech

A-15 Monitoring and Recording Video recording allows sponsors to see participants and judge appearance, as well Video-streaming permits real-time observation from remote locations Direct observation is the most lively and thorough, but provides no record The less obtrusive the observation or recording is, the less it will intrude Observation and recording is merely the data for interpretation and study

A-16 So-Called Online Focus Groups Sponsors Can Covertly Observe Less Costly Than Regular Focus Groups Many Shortcomings by Comparison: The speech and voice inflections can't be heard Body language and facial expressions can't be seen Can’t be sure the right people are participating Almost impossible to create any group dynamics Attention to topics can't be ascertained or controlled Exposure to external stimuli is strictly limited The moderator's role is restricted by remote contact

A-17 Survey Research Questions Focus Groups May Answer Information Needs What key issues are in the minds of respondents? Sampling Design How much diversity and variance is present? Instrumentation What mode of expression would be best? Data Collection Will they complete a self-administered instrument? Data Processing Can range and diversity be reflected numerically? Report Generation What report method will best portray results?

McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. End of Appendix A