1. 10311-140 Street Edmonton, AB T5H 2L7 (780) 488-1123 Monday, October 26, 2015 FOCUS GROUPS Anne Jacox Cue Research Inc. November 18, 2008

2. Slide 2 Monday, October 26, 2015 My Background Anne Jacox, Cue Research Inc. B.A., Psychology, CMRP Qualitative training through RIVA in Washington D.C. Instructor at GMC Company established in 1991 Approximately 3,000 focus groups conducted

3. Slide 3 Monday, October 26, 2015 Clients - Examples AADAC Alberta Health and Wellness Alberta Pacific Forest Industries ASBA BC Hydro EPSB Finning Canada Safeway Canadian Council of Professional Engineers NAIT Nova Chemicals TELUS University of Alberta VanCity Savings Credit Union Windsor Tourism

4. Slide 4 Monday, October 26, 2015 Common Uses of Focus Groups Exploratory Image evaluation Advertising/concept evaluation Employee/member satisfaction Product development; packaging Uses with quantitative research

5. Slide 5 Monday, October 26, 2015 Qualitative Research Advantages Group dynamic Breaks down resistance to offering comments Less costly than quantitative (usually) Group can be viewed in progress Changes can be made as project progresses

6. Slide 6 Monday, October 26, 2015 Qualitative Research Limitations Cannot generalize to population (i.e., convenience sample) Methodology problems (e.g., wrong respondents, too many targets, poor design) Results can be misinterpreted Problem respondents

7. Slide 7 Monday, October 26, 2015 Qualitative Research Process Background What is the research problem/issue? Objectives What is the key area of interest/issue that needs to be addressed? What action will be taken as a result of this research?

8. Slide 8 Monday, October 26, 2015 The Research Process – Cont. Methodology Recruitment criteria/recruitment screener Specification considerations (who do we want to talk to): Males versus females versus mixed Age ranges (teens versus young adults versus older adults) Other variables, such as income, interest, readership, etc. Professional recruiter versus volunteer

9. Slide 9 Monday, October 26, 2015 The Research Process – Cont. Methodology Incentives versus no incentives Facility considerations Location of facility Type of facility Observers Recording Refreshments

10. Slide 10 Monday, October 26, 2015 Planning & Implementation Number of groups/target audiences Locations Type of facility Screening questions Disclosing the client Privacy legislation Amount of incentive Moderator’s guide, materials

11. Slide 11 Monday, October 26, 2015 The Moderator Vested Interest Advantages Cost Knowledge of issues Disadvantages Knowledge of issues; assumptions Credibility Knowledge of respondents; confidentiality Process problems Time commitment Independent Advantages Honest disclosure No fear of reprisal No answers for respondents Experience Responsibility for project methodology Disadvantages Cost Knowledge of issues

12. Slide 12 Monday, October 26, 2015 Role of Moderator Guide the discussion Ask questions; probe for clarity Control dynamics of group Ensure opinions are heard Understand when to go in another direction or explore an unanticipated direction Thank respondents

13. Slide 13 Monday, October 26, 2015 The Moderator’s Guide Components of the moderator’s guide: Introduction (approximately 10 minutes): Introduce moderator and function of moderator Introduce/clarify topic of discussion/reason for meeting Explain why focus groups are being used

14. Slide 14 Monday, October 26, 2015 The Moderator’s Guide – Cont. Introduction – continued: Role of respondents Recording – why a recording of session, who hears tapes/has access to tapes, what happens to tapes Observers – introduce observers and their role in the research process Reporting – explain how results will be used Participant introductions – simplicity

15. Slide 15 Monday, October 26, 2015 The Moderator’s Guide – Cont. General Topic Headings Look at objectives Three to five key areas of investigation Summary

16. Slide 16 Monday, October 26, 2015 The Moderator’s Guide – Cont. Types of Questions Open ended Closed Probes – use of “why” Self-completion exercises Use of questionnaires Projective techniques

17. Slide 17 Monday, October 26, 2015 The Moderator’s Guide – Cont. Summary Review Final recommendations or observations Thank you

18. Slide 18 Monday, October 26, 2015 Techniques

19. Slide 19 Monday, October 26, 2015

20. Slide 20 Monday, October 26, 2015 Report Writing Table of Contents The Research Investigation Research Objectives Research Methodology Limitations of the Research Executive Summary Key observations and moderator comments Key Research Findings Use of quotes versus no quotes Appendix – Moderator’s Guide

21. Slide 21 Monday, October 26, 2015 Mistakes Clients Make Too many objectives Target group is too broad Want large groups Want to quantify information Not enough groups/too many Wrong locations Want to do the recruit Want entertainment Don’t go to groups Don’t listen to groups Don’t do groups

22. Slide 22 Monday, October 26, 2015 Mistakes Researchers Make Not enough attention to screening questionnaire Inflexible during group Reluctant to eject problem respondent; too quick to eject problem respondent Serial interviewing

23. Slide 23 Monday, October 26, 2015 Summary Questions