8/13/2019 Blog - Focus Group Research Methodology - Upfront
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Friday, November 26, 2010
20101126 Focus Group research methodology
(UpFront Consulting)A research method
Focus group research is a qualitative research method. It seeks
to gather information that is beyond the
scope of quantitative research !mail and telephone surveys and
the like".
The term "focus group" is often used to describe many types of
group discussions. Focus group research,
however, is a true research method. s such, it uses a fairly
standard methodology.
ur methodology draws heavily on the work of ichard #rueger, from
the $niversity of %innesota.
The purpose of the methodology is to make sure that the
information that is collected is not biased by
the researcher, is a true representation of participants'
feelings and beliefs, and is reproducible ! in
other words, if another researcher conducted the same focus
group, he or she would obtain similar results.
Question design
The question path is open-ended, designed to gather ideas and
opinionsthat are outside the scope of
prepared questions, in addition to testing a series of prepared
hypotheses.
Participant selection
&ince focus group results are not quantifiable, rigid random
selection is not always necessary. The best
results are usually obtained when the group has some homogenous
aspects, such as a common
profession or interest.
Group size
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%ichael &eap'''h Candidate
Page 1 of 4Michael Yeap...PhD Candidate: 20101126 Focus Goup
eseach !ethodolog" #$pFont Consulting%
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