1. Qualitative & Observation Research

2. Conducting Focus Group Interviews

3. Focus Group Interviews
Unstructured, free-flowing interviews with small groups of people.
Consists of
Moderator or interviewer
6 to 10 participants
Note taker
Moderator introduces topic and encourages group members to discuss the subject amongst themselves.
Allow people to discuss their true feelings in their own words

4. Advantages of Focus Group Interviews
Relatively fast
Easy to execute
Inexpensive
Numerous topics can be discussed (unlike surveys)
Multiple insights can be gained

5. Drawbacks of Focus Group Interviews
Require sensitive and effective moderators
Without such, self-appointed participants may dominate a session
Halo effect on attitudes toward the concept or topic of discussion may occur, if group reacts negatively to a dominant member
Participants may not be representative of the population of interest.

6. Requirements for Effective Focus Groups
Six to ten participants
Carefully screen participants
Want people who have knowledge about the topic at hand
Homogeneous participants in terms of some characteristic under study
Relaxed atmosphere
If possible, room with one-way mirror and audio- and video-recording capabilities
Session duration around one hour
Trained moderator
Compensate for participation

7. 7 Habits of Effective Moderators
Establish personal contact with each respondent early
Help respondents feel relaxed early on
Win respondents to your side
Deal with loud respondents; but don’t intimidate other respondents
Don’t look at them when you ask questions
Don’t acknowledge their raised hands
Deal with inconsistent, unclear answers by mobilizing the group to help
Create an environment where anything a respondent wants to say is acceptable
Don’t assume you know what a respondent means by an ambiguous answer

8. When NOT to use Focus Groups
Emotionally charged environment
Researcher has lost control over critical aspects of the study
Statistical projections are needed
Other methodologies can produce better quality information
Other methodologies can produce more economical information of the same quality
Researcher cannot ensure the confidentiality of sensitive information

9. Types of Focus Group Questions
Opening Question
Round robin question
Designed to be answered rather quickly
Designed to identify characteristics participants have in common
Preferably factual (rather than attitude or opinions)
Introductory Question
Introduce general topic of discussion
Key Questions
2 to 5 max
The questions you really want answers to
Ending Questions
Bring closure to the discussion. Most common is the summary question

10. Some Things to Consider
Avoid Dichotomous Questions
Questions answerable with a “yes” or “no”
Avoid asking “Why”
Has a sharpness or pointedness that reminds one of interrogations
Asked Uncued Questions first; Cued Questions second
Uncued: Open-ended; usually based on recent experiences or impressions
Cued: Questions that specify some topic or aspect of a topic

11. Scientific Observation Is Systematic
“YOU SEE, BUT YOU
DO NOT OBSERVE.”
Sherlock Holmes

12. What is Observation Research?
The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed.
No questioning or communicating with people typically occurs.
“Where observation is concerned, chance favors only the prepared mind.”
Louis Pasteur

13. What Can Be Observed Phenomena Example
Human behavior or physical Shoppers movement
action pattern in a store
Verbal behavior Statements made by
airline travelers who wait
in line
Expressive behavior Facial expressions, tone of
voice, and other form of
body language

14. What Can Be Observed Phenomena Example
Spatial relations How close visitors at an
and locations art museum stand to paintings
Temporal patterns How long fast-food customers
wait for their order to be served
Physical objects What brand name items are
stored in consumers’ pantries
Verbal and Pictorial Bar codes on product packages
Records

15. Categories of Observation
Human versus mechanical
Visible versus hidden
Direct

16. Visible vs. Hidden Observation
Visible Observation
Observer’s presence is known to the subject.
Hidden Observation
Subject is unaware that observation is taking place.
Minimizes respondent error

17. Direct Observation
Straightforward attempt to observe and record what naturally occurs
The investigator does not create an artificial situation
Observer Bias
Distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer
Response Latency

18. Response Latency
Recording the decision time necessary to make a choice between two alternatives
It is presumed to indicate the strength of preference between alternatives.

19. Observation of Human Behavior Benefits
Communication with respondent not necessary
No distortions due to self-report (e.g.: no social desirability) bias
No need to rely on respondents’ memory
Nonverbal behavior data may be obtained

20. Observation of Human Behavior Benefits
Certain data may be obtained more quickly
Environmental conditions may be recorded
May be combined with survey to provide supplemental evidence

21. Observation of Human Behavior Limitations
Cognitive phenomena cannot be observed
Interpretation of data may be a problem
Not all activity can be recorded
Only short periods can be observed
Observer bias possible
Possible invasion of privacy

22. Observation of Physical Objects
Physical-trace evidence
Wear and tear of a book indicates how often it has been read

23. Content Analysis
Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.
Deals with the study of the message itself
Measures the extent of emphasis or omission

24. Mechanical Observation
Traffic Counters
Web Traffic
Scanners
Physiological Measures

25. Physiological Reactions
Eye tracking
Pupilometer
Psychogalvanometer
Voice pitch

26. Measure unconscious eye movements
Eye Tracking Monitors
Measure unconscious eye movements
Record how the subject actually reads or views an advertisement

27. Pupilometer
Device observes and records changes in the diameter of the subject’s pupils.

28. Measures galvanic skin response
Psychogalvanometer
Measures galvanic skin response
Involuntary changes in electrical resistance of the skin
Assumption:
physiological changes accompany emotional reactions

29. Voice Pitch Analysis
Measures emotional reactions through physiological changes in a person’s voice

30. Measuring Physiological Reactions Problems
No strong theoretical evidence supports argument that physiological change is valid measure of future sales, attitude change, or emotional response
Calibration (or sensitivity) of the measuring devices
Identifying arousal is one thing
Precisely measuring levels of arousal is another

31. Measuring Physiological Reactions Problems
Expense of the measuring devices
Subjects usually are place in artificial surroundings and know they are being observed