FOCUSGROUPS-UniversityofCalifornia,Berkeley焦点小组-加利福尼亚大学伯克利.ppt

1、FOCUS GROUPS,What are they,NOT group interviews Focused discussions, small group, physically co-present Used a lot in market research,what are they most useful for,in-depth understanding WHY Speculation (what you would like?) reaction to proposals, ideas, prototypes group synergy,caveats,conceptual/

2、retrospective not actual/activity only what they can and will articulate may be the response in the moment which may change over time strong personalities are a hazard groupthink,participants,Number: 5 to 9 Qualities of participants Outspoken enough Homogeneous group, but heterogeneous views Beware

3、of power relations For multiple types of participants need multiple groups Recruitment Paid; professional As you would recruit other subjects,logistics,1- to 1 1/2 hours round table, chairs in circle comfortable room, good sightlines, acoustics Food and drink with care they have to be able to talk!,

4、guiding the discussion,know your objectives dont try to do too much 2-4 major topics is probably all have an outline of how you want to proceed be ready to be flexible if need be or to reign in the discussion Stick to the time limit,moderators role,encourage discussion encourage them to talk with on

5、e another not you bring in people who arent speaking Bring out a variety of viewpoints keep on discussion track w/o stifling allow silence avoid premature closure,Moderator, cont.,Ensure safety Listen and regroup as needed Do NOT act as a leader Preferably not connected with the topic However, for s

6、ome topics, really need someone who understands topic, terminology Use 2 people if possible one to guide, one to take notes,Introducing the process,introduce purpose, sponsorship if applicable Lay out guidelines, e.g. time Be clear on the topic(s) of discussion make introductions Specify that you ar

7、e interested in thoughts not decisions,Recording,videotaping audiotaping note-taker Has to be someone other than moderator,Reporting,fast synthesis of important issues Key quotations useful but NOT a transcription Though use a transcription to create report if at all possible,Web-based focus groups,Method Real time conferencing Asynchronous conferencing benefits: Distant participants Convenient for participants Immediate transcript Difficulties Less synergy A