Focus Groups- Consists of a small number of individuals who are brought together by the researcher to discuss a given topic. The focused discussion typically is unstructured, although some focus groups are required to complete a formal questionnaire. The focus group usually numbers fewer than 10 to 12 persons.

Disadvantages---is not generalizable....low external validity.

Opportunity for misuse of data is high.

Interpretation is subjective.

Advantages---the focus group sometimes brings to light ideas that a formal survey would miss.

The focus group represents populations of opinions.

The focus group is helpful in bring new insight into an old problem.

They don’t require elaborate statistical and methodological designs that scare many people.

They are quick and to the point.

How does a focus group work?

They can be identified by mailing lists, the telephone book, or preferred groupings.

The group shares certain demographic characteristics.

Participants are often paid a fee.

The room may be equipped with a one way mirror.

The researcher serves as a moderator, leading the discussion from a prepared outline of questions or topics. The moderator is neither negative or positive.

The moderator must keep the discussion focused on the product or service.

The moderator must make sure everyone gets a chance to discuss.

The session is often taped and analyzed.

2 to 4 sessions often occur.

Where are focus groups used?

In Broadcast

Focus groups are often used by news and programming consultants and by station management personnel as a means of seeking underlying qualitative information as to why people watch what they do or what entices them to watch certain programs.

Focus groups are also used to identify issues or concerns that later may be explored more fully through survey research.

In Public relations:

Focus groups are often used to identify problems with products, company images, and services.

In advertising:

Focus groups are often used to help in the presentation of products.

Ie. Models

Product packaging

Product appeals