Chapter 21: Focus Groups Flashcards
(13 cards)
What is a focus group?
A qualitative research method where a small group discusses a topic guided by a moderator.
What is the purpose of a focus group?
To explore collective views, generate ideas, and examine group interactions.
Example: Using a focus group to explore customers’ reactions to a new product design.
What is the role of the moderator?
To facilitate discussion, keep the conversation on track, and ensure everyone participates.
Example: Asking follow-up questions while encouraging quieter members to speak.
How do focus groups differ from interviews?
Focus groups capture group dynamics and shared meanings, while interviews explore individual perspectives.
Example: A focus group reveals peer influence in attitudes toward workplace policies.
What is group synergy in focus groups?
The way participants build on each other’s ideas to create richer discussions.
Example: One participant’s comment sparks memories and contributions from others.
What is groupthink?
When participants conform to perceived group norms and suppress dissent.
Example: No one criticizes a policy during the discussion because they think others support it.
Why are focus groups used in business research?
They are effective for exploring customer experiences, employee opinions, and social meanings.
Example: Using a focus group to explore how users interpret a brand’s message.
What are some challenges of focus groups?
Managing dominant voices, keeping on topic, and ensuring balanced participation.
Example: One participant monopolizing the discussion about workload issues.
What is a homogenous group in focus group research?
A group with similar characteristics to encourage comfort and openness.
Example: A focus group made up of only junior employees to discuss training.
What is a heterogeneous group?
A group with diverse members to gain a variety of perspectives.
Example: Including managers, interns, and support staff in the same discussion.
How many people are typically in a focus group?
Usually 6 to 10 participants to balance diversity and manageability.
Example: Hosting a focus group of 8 customers to test a new ad campaign.
What is naturalistic interaction in focus groups?
When participants talk freely with each other rather than responding only to the moderator.
Example: Two team members debate their views on company policies without moderator prompting.
When are focus groups most effective?
When the goal is to explore how people collectively make sense of an issue.
Example: Investigating how different customers interpret a company’s values.
