The relevance of the focus groups

Any good manager knows what it is able to use focus groups (Focus Group), the group interview, towards gathering information, involving members of the company with their opinions, experiences that would not only identify weaknesses, strengths but give way to suggestions, proposals that can be taken into account in order to give way to plans, strategies that encourage goal setting.

Indeed, as we are reminded losrecursoshumanos.com, group therapists discovered years ago that some people might hear about more freely in a group and listening to others could benefit. This procedure was adopted to marketing problems, as the basis for the development of techniques in group interviews.

What is a group interview? There is no precise definition of a group interview, because the term describes a general procedure, not a specific technique. However, in general, a group interview comprised of six to ten people recruited so that they meet predefined characteristics (age, use of certain products, interest in the idea of ​​a new product, and so on) The interview usually is done in a relaxed atmosphere and informal style conference room or reception room that stimulates conversation. The meeting usually lasts between one and two.

Group interviews are conducted by experienced moderate work according to a schedule of topics for discussion. Sessions are usually arranged so that representatives of the client organization, to observe the meeting through a single view mirrors or CCTV. The interview is usually recorded on audio tape or video.

Although group interviews can be done on virtually any subject, and a large proportion of them are concentrated in two areas: New Products and Advertising

The appropriate use of focus groups requires an understanding of the differences between focus groups and large-scale quantitative research. The differences can be summarized in this table

It adds that many of the concepts and techniques used in the focus groups had their bases in clinical psychology. The group therapists discovered years ago that some people might hear about more freely in a group and listening to others could benefit. This procedure was adopted to marketing problems, as the basis for the development of the techniques of group interviews

Focus groups are used extensively in marketing and social research in this regard is a scanning technique where he meets a small number of people guided by a moderator who facilitates the discussions. This technique handles qualitative aspects. Participants speak freely and spontaneously on topics that are considered important for the investigation. Generally, participants are randomly chosen and previously interviewed to determine whether or not they qualify within the group. The focus group meeting is led by a moderator using a discussion guide to keep the focus of the meeting and the control group. The discussion guide contains the objectives of the study and includes open discussion questions. To determine how many are needed, you must first collect relevant information, generate hypotheses of the subject under study and organizing groups to continue until the information obtained is complete. The acceptable size for a focus group has traditionally been eight to ten participants. But there is a trend towards smaller groups according to the stated purpose, ie, with large groups will get more ideas and with small groups deeper into the topic.

members.fortunecity.com adds, that as support, observers used this technique, audio recording equipment or video, mirrors unilateral and observation rooms that offer a private, comfortable and easily accessible.

In some places the focus groups last all day or half day. However, as a rule, the focus group should last no more than two hours. Participants will be seated so as to promote their participation and interaction. Definitely consider with respect to this technique as mentioned, that the meeting focus group is a qualitative research technique. With this technique thoroughly get answers about what people think and feel. A focus group meeting is a discussion in which a small group of participants, guided by a facilitator or moderator, talk freely and spontaneously on topics relevant to the investigation. The focus group meeting provides information on knowledge, beliefs, attitudes and perceptions of users or individuals. The number of groups that are organized depends on the needs of the project, resource and if it is still getting new information. The team should be able to develop the technique of focus group research.

The focus group technique is inexpensive, useful and simple training large

Suggestions

members.fortunecity.com, provides the following:

1. The focal research technique should be performed with homogeneous groups, traditionally eight to ten participants and the meeting should not last more than two hours.

2. You must select a place where participants can talk in private, avoiding noisy areas so they can be heard by the moderator and rapporteur.

3. You must select a location easily accessible to participants.

4. The discussion should be conducted in the form of open dialogue in which each participant can comment, ask and answer the comments of others, including the facilitator.

5. All participants must sit at the same distance from the moderator and in the field of view of other participants

It should be borne in mind when using this technique, that:

A focus group meeting is a discussion in which a small group of participants, guided by a facilitator or moderator, talk freely and spontaneously on topics relevant to the investigation.

The focus group meeting provides information on knowledge, beliefs, attitudes and perceptions of users or individuals.

The number of groups that are organized depends on the needs of the project, resource and if it is still getting new information.

The team should be able to develop the technique of focus group research.

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