Focus Groups

22 Pages 5470 Words

nterviewees generally are of similar demographic or other predefined characteristics. The interviewer moderates the discussion based on an outline provided or approved by the client. Often representatives from the client organization view the focus group through a one way mirror or closed-circuit TV. Focus group sessions are usually recorded by video or audio tape for further analysis.

What are the Applications of Focus Groups?
A focus group is a highly efficient and relatively inexpensive method of collecting information; in one hour you can get the opinions of six or more people. However, the information gained from focus groups is not objective, precise, definitive, and diagnostic. Rather, focus group interviews can offer descriptive, exploratory, subjective, and approximate insights. Focus groups do provide some quality controls and reliability checks on the information; participants tend to provide checks and balances for the views of others. Focus groups tend to be fairly painless, even enjoyable ways for participants to provide i...