Discuss the characteristics of focus groups (Table 5.2 in the text). List at least four 4 characteristics and explain why it is important to consider each characteristic

Question

What will be an ideal response?

Answer 1

Characteristics of focus groups are summarized in Table 5.2 in the text.
(1 ) Group size 8 to 12 - groups of fewer than eight are unlikely to generate the momentum and group dynamics necessary for a successful session. Groups of more than 12 may be too crowded and may not be conducive to a cohesive and natural discussion.
(2 ) Group composition - Homogeneous; respondents prescreened - commonality among group members avoids interactions and conflicts among group members on side issues.
(3 ) Physical setting - Relaxed, informal atmosphere - encourages spontaneous comments.
(4 ) Time duration - 1 to 3 hours - needed to establish rapport with the participants and explore, in depth, their beliefs, feelings, ideas, attitudes, and insights regarding the topic of concern.
(5 ) Recording - Use of audiocassettes and videotapes - videotaping has the advantage of recording facial expressions and body movements, but it can increase the costs significantly. Video transmission technology enables the clients to observe focus group sessions live from a remote location.
(6 ) Moderator - Observational, interpersonal, and communication skills of the moderator - moderator must establish rapport with the participants, keep the discussion moving forward, and probe the respondents to elicit insights. In addition the moderator may have a central role in the analysis and interpretation of the data.