subvista focus groups
Post on 08-Dec-2014
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FOCUS GROUPS• Benefits• Service & Outputs• Common Pitfalls
• actively use the group’s interactions to gain new insights
• any significant new issues can be explored more deeply as they arise
• social context produces more naturalistic data compared to other interviews
• results are more meaningful than statistics
• can assist developing other research strategies - surveys and questionnaires
• contextualise and bring quantitative data to life
• highly economical way to understand your target audience:
- data is generated more rapidly than interviewing people separately
- diverse opinions can be explored in one interview
• powerful research tool if planned and conducted correctly
Benefits
• planning, organisation, recruitment & client liaison
• topic guide development - what to cover?
• expert moderation & immediate feedback
• compliance with MRS & BPS codes of conduct
• audio & video recording
• verbatim interview transcript with index points
• rigorous data analysis to academic level
• professional qualitative report highlighting new insights:
- themes illustrated with key quotations
• presentation & debrief
• advice on implementing your findings
Service & Outputs
Transcription
Thematic Analysis
• not considering other methods
• failure to inform the moderator of the purpose of the research
• having vague objectives and not using a topic guide
• groups do not comprise the right people - wrong size, sample or mix
• trying to attempt too much in a group
• not allowing enough flexibility or latitude with the topic guide
• using amateur moderators
• not exploring key developments
Common Pitfalls
Martyn Whitelock MSc Qualitative Methods in Psychology
www.subvista.com websitewww.subvista.wordpress.com resourcesmartyn@subvista.com email
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