Using a trail focus group we discussed which e media advertising is most effective.
It is important when using focus groups to take note of the demographics of those attending, for example we had a group of 17-18 year olds with 80% female. It's important to know your demographic as this will mean the findings can be more valid when put into context.
A leader runs the group, asking questions and engaging in conversation with all the individuals involved encouraging group discussion. This is to create a relaxed atmosphere where people will feel comfortable in discussing their own opinions. This can make focus groups more useful as it will mean people will bemore likely to fully express an opinion rather than perhaps say what they think an interviewer is going to say.
The group can have negatives as people are easily influenced by a dominant characters opinion or may change their opinion when hearing someone elses.
Goos work. Another negative could be that a focus group may lack depth in the answers as people move on or interrupt each other. What would be the best way to record a focus group's findings?
ReplyDelete-Fiona