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Maximizing Insights: The Power of Focus Groups

Explore the benefits and drawbacks of focus groups, key ingredients for success, advantages like flexibility and interpretability, and how they can provide valuable qualitative data. Learn more about this qualitative research method!

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Maximizing Insights: The Power of 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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