Focus Groups

Course Objectives

List the Objectives of Focus Group

Explain What are Focus Groups

List the Advantages and Disadvantages of Focus Group

Describe the Types of Focus Groups

Describe the Designing of Questions for Focus Groups

Explain the Steps involved in Conducting a Focus Group

Explain How Moderator should Speak to Focus Group

List the Ground Rules for Moderator of Focus Groups

List the Characteristics of a Good Moderator

Explain the Facilitating of Focus Groups

Introduction

Larry & Whitney Software Inc. is a leading provider of software services

to various clients across the globe. Larry & Whitney have a widespread

presence across several countries. As a result of which, its workforce consists of people from diverse

cultures and ethnicities.

Introduction

Moreover, employees working in local offices are often transferred to overseas offices to gain international exposure, and experience of working

with global clients and global market.

Introduction

This diverse cultured workforce in each of Larry & Whitney’s office raises a huge concern for proper

diversity management. It becomes especially important for the

Managers and the employees to be sensitive to diverse cultures and work efficiently with people of

diverse cultures and ethnicities.

Introduction

Hence, the Management decides to conduct a research into the kind of issues and problems that Managers as well as the employees are facing

while working with a diverse workforce. So, they decide to

conduct a focus group.

Introduction

The Management decides to use ‘focus groups’ to understand the

attitude or behavior of the employees.

The focus group included ten managers and employees from

various locations of Larry & Whitney’s offices.

Introduction

Also, one moderator was selected. The moderator introduced the topic

to the participants of the focus group and he also lead and

controlled the discussions. The entire discussion of the focus group

was recorded.

Introduction

The focus group was then used to identify the diversity management

issues as well as issues that individual employees face while

working with people from different cultures and ethnicities.

Introduction

The following are some of the questions that were posed to the participants of the focus group:• What are the advantages of working with a diverse

workforce? • What are the disadvantages of working with a diverse

workforce? • What should Managers do to improve diversity

management?• What should be done by Management to improve cultural

sensitization?• What are your expectations from a diverse workforce

environment? • What should an employee know and understand about

diverse cultures?

Introduction

The results that were collected from the focus group were analyzed and used to create a report on the key

diversity management issues faced by Managers, concerns and issues

that employees face while working with a diverse workforce, feedback to improve diversity management

and cultural sensitization

Introduction

Hence, you can see that the focus group conducted by Larry & Whitney helped the organization to become more culturally sensitized and more

capable of handling a diverse workforce.

Introduction

Therefore, focus groups serve as an important tool to gather information

for qualitative research.

Let us now learn about ‘Focus Groups’ in detail.

What are Focus Groups?

• ‘Focus Groups’ are also known as ‘Group Interviews’ or ‘Group Discussions’.

• They are used to understand the attitude or behavior of the audience.

• Six to twelve individuals are selected and either one or two moderators are selected.

Relation between Focus Group and Marketing Research

• Focus Group is an important tool for Marketing Research. So, it can be said that if there was no Marketing Research being conducted, then there was really no need for conducting focus groups too.

• Marketing Research is the function that links consumer, customer and public to marketer through information gathered through tools such as focus groups.

There may be certain members in a focus group who may play ‘Blocking Roles’.

‘Blocking Roles’ are those activities that disrupt the group.

Some blocking roles may be in the form of dominating discussions, verbally attacking other focus group members, and distracting the focus group with petty information or unnecessary humor.

Did You Know?

Exploratory Focus Groups

• Exploratory Focus Groups:

o Such focus groups mainly explore how a group perceives a problem

o They use the power of group thinking to brainstorm potential solutions

o Such focus groups also try to identify the areas of further investigation or action

o They help design surveys for wide distribution

o They help understand unclear or contradictory survey responses

o Such focus groups tend to use open-ended questions to evoke participation

Exploratory

Focus Groups

Select a Sample

• Select a Sample

o The second step for conducting a focus group is to determine and select a sample.

o Here, the sample is a list of people that are selected and chosen from a group from whom the information is needed.

2Select a Sample

Designing Questions for Focus Groups

• Properly arrange the questions: To determine the order of the question, take decisions on aspects like opening questions (simple, interesting questions should be used as opening questions to gain co-operation and confidence of respondents), type of information (Basic information relates to the research issue, classification information relates to social and demographic characteristics, and identification information relates to personal information such as name, address, contact number of respondents), difficult questions (complex, embarrassing, dull and sensitive questions could be difficult), effect on subsequent questions, logical sequence, etc.

Real Life Example

Percy & Grimm is a leading manufacturer

of oral health care products such as

toothpaste, mouthwash,

toothbrush, dental whitening creams,

dental floss etc.

Ground Rules for Moderator of Focus Groups

Do not assume; instead ask and listen actively to understand each participant

Do not issue orders or commands to any of the participants

First understand, and then be understood to apply to all participants

Use visual means like drawings, charts, as well as tables in order to facilitate discussion.

Never respond with sarcasm to any of the participants’ responses

Be clear and concise.

Keep each discussion on track.

Never label/judge any of the participants

Never warn/ threaten any of the participants

Do not preach to any of the participants

The following are a few ground rules that a moderator of Focus Groups should follow:

Methods for Evaluation of Focus GroupsThere are various methods that you can use for the evaluation of the success of focus group. Some of the most commonly used methods for evaluation are as follows:

Feedback of Participants

Discussions

Measuring Before and

After On-job Performance

Quizzes

Interview with/Feedback

from Moderator

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