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Data Gathering in Focus Groups

This overview explores the reasons for conducting focus groups, advantages of technology assistance, drawbacks, and examples using GroupSystems, Team Expert Choice, and Questmap.

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Data Gathering in Focus Groups

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  1. Going Beyond Simple Data Capture Data Gathering in Focus Groups Mark MacDonald Central Intelligence Agency

  2. Overview • Why conduct focus groups? • Advantages of technology assistance • Drawbacks • Examples using GroupSystems • Examples using Team Expert Choice & Questmap • Questions

  3. Why Conduct Focus Groups? • Focus groups can be an easier way to collect information that otherwise would be collected through interviews. Focus groups can be thought of as group interviews, only more efficient • Can be used in conjunction with surveys • can help interpret the results of a survey • helps define and/or refine survey questions. • More cost-effective than interviews • Responses from one participant can sometimes trigger responses from others • A disadvantage is of the traditional focus group is you do not get to hear the opinions of all participants

  4. Advantages of Technology-Assistance • Anonymity • Idea triggering • Verbatim data capture instantly (no transcripts to transcribe) • Low-expectations equates to high value (no group decision required/expected) • Facilitator can concentrate on participants instead of trying to capture what they say • Only one facilitator/technographer needed • People actually show up

  5. Drawbacks • NONE • BUT, Some issues are just too sensitive for participants to put in writing • Demographics difficult to capture in GroupSystems • System setup, transport, and equipment glitches -- same for any technology enhancement

  6. Examples

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