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Focus Groups!

Focus Groups!. A Brief PowerPoint Alana McMains, Jeffrey Kaplan, Kevin Awakuni, Chase McMunn, and Tony Aponte. 5 Assumptions (Lederman). People = valuable info sources People = capable articulators Facilitator  puts “focus” in focus group Group dynamics ≠ “group think”

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Focus Groups!

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  1. Focus Groups! A Brief PowerPoint Alana McMains, Jeffrey Kaplan, Kevin Awakuni, Chase McMunn, and Tony Aponte

  2. 5 Assumptions (Lederman) • People = valuable info sources • People = capable articulators • Facilitator  puts “focus” in focus group • Group dynamics ≠ “group think” • Interviewing group > interviewing individuals

  3. 10 Essential Ingredients (Axelrod) • Clearly understood objective • Homogeneity • Good recruiting • Relaxed atmosphere • Moderator who listens

  4. 10 Essential Ingredients (Axelrod) 6. Well-prepared moderator 7. Free-flowing dialogue 8. Restrained group influence 9. Skilled analysis 10. Competent researchers

  5. Advantages of Focus Groups • Less inhibited participants • Flexibility • Handling contingencies • Time • Interpretability of data • Provision of basic exploratory info

  6. Disadvantages of Focus Groups • Cost • Subject’s conformity • Biased results • Generalization issues

  7. How fascinating! I must learn more. • Byer, Peggy Yuhas, and James R. Wilcox.  “Focus Groups: A Qualitative Opportunity for Researchers.”  The Journal of Business Communication 28, no.  1 (Winter 1991): 63-78.

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