Online and Traditional Focus Groups

2015 Words May 14th, 2013 9 Pages
Marketing research.
Online and traditional focus groups.

Focus groups are a method of group interviewing in which the interaction between the moderator and the group, as well as the interaction between group members, serves to elicit information and insights in response to carefully designed questions. The dynamic nature of the questions asked by the moderator and the group process, produces a level of insight that is rarely derived from 'unidirectional ' information collection devises such as observation, surveys and less interactional interview techniques. Methods of recording and analyzing information gathered during focus groups, and strategies for collecting unbiased information have helped focus group research to gain
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Strategies for increasing an open exchange of ideas will be discussed below. Focus groups can be used in tandem with individual interviews. Evaluators may use focus groups to initially explore issues and then seek expanded (perhaps private) information through individual interviews. 3) Questionnaires compared to focus groups are relatively easy and inexpensive to create, analyze and communicate the findings. Questionnaires may be administered to the masses while focus groups typically elicit information from only 8 to 24 people who hopefully represent the population being investigated. Questionnaires may include as many questions as the evaluator thinks the respondents will complete, while focus group moderators have to crack the whip in order to get responses to five or so key questions. So why use a focus group?? In some cases evaluators want to gain a deeper understanding of the issues. Focus groups are able to delve much deeper into issues than questionnaires. This is discussed further in the When to Use Focus Groups section.
Many evaluators use both focus groups and surveys. Surveys may indicate areas that require further probing through focus groups. Focus groups may also be used in the creation of surveys. By discussing the area in need of investigation, focus groups can illuminate key points about the topic so that the survey is comprehensive enough. Focus groups can also clarify terminology used to

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