Table
of Contents
<--- Back
A
practical and applied approach to focus group research that
will help neophyte and experienced researchers plan, conduct,
and report the findings from focus groups, The Power of Focus
Groups is rooted firmly in social science theory and research
design. Each chapter emphasizes conducting high quality focus
groups that produce good data rather than interesting information
that may be distorted because of design and moderation flaws.
The manual follows the natural flow of focus group research,
and includes chapters on communicating in groups and special
topics as well. You will find sample materials for each stage
of the research process in the Appendix at the end of the
report. A bibliography provides resources for further reading
and research.
Chapter 1……………………………………………………………1
The Versatility of Focus Groups
* History and uses of focus groups in academic, marketing,
and social research.
Chapter 2……………………………………………………………10
Working with Clients
* Working with colleagues and clients as co-researchers. Developing
the research question, the research design, the guide, and
the screener. Achieving clear expectations regarding purpose,
process, outcomes, and report formats; expectations regarding
presentations; level of formality; and dissemination up and
down communication/authority channels. Setting fees and invoicing,
etc.
Chapter 3……………………………………………………………16
Thinking about Research Design
* Research design issues such as ethics, group "blueprints,"
sample selection, recruitment procedures, screeners, moderator's
guide, interrelationships between quantitative and qualitative
research, etc. How to decide which "breaks" to use;
how to make sure the project is designed in a way that will
produce reliable data as opposed to interesting gossip.
Chapter 4……………………………………………………………25
Planning and Logistics
* Creating a realistic time frame to conduct a focus group
project from start to finish.
* How to recruit, screen, and provide incentives for participants
and ensure that groups are populated with the appropriate
respondents.
* Technical issues such as facility selection and layout,
audio and video taping sessions.
Chapter 5……………………………………………………………32
Developing the Moderator's Guide
* Crafting a powerful interview guide that will get the most
out of a focus group discussion.
* Why qualitative questions differ from quantitative questions
and how to create an effective flow.
Chapter 6 ……………………………………………………………42
Communicating in Groups
* Applying basic communication principles to group interaction.
* Effective listening in groups.
* Multi-channel communication as a way to gather the broadest,
deepest data.
* Strong versus weak moderation skills and how to facilitate
group interaction evenly.
Chapter 7 ……………………………………………………………51
Moderation Theory I: Social Interaction in the Focus Group
Chapter 8 ……………………………………………………………68
Moderation Theory II: Balancing Participation and Data Flow
Chapter 9…………………………………………………………….75
Moderating the Group: Advanced Techniques
* Moderation of focus groups for academic, marketing, and
social research, following group dynamics theories and concepts.
* Useful group dynamics techniques that help create good discussion
flow.
* How to handle difficult participants and recognize functional
and dysfunctional group roles of both participants and moderator.
* Using Groupware (computerized focus groups) in special settings.
Chapter 10…………………………………………………………….92
Managing Mountains of Data
* How to manage the mountains of data produced by focus group
research. Managing the data produced by focus groups may be
the most challenging part of this type of qualitative research.
Good data and excellent research design may lie fallow if
not analyzed correctly and communicated effectively to the
client.
* Guidelines for Data Collection
* The Structured Transcript
* Blocking and Coding Interview Data
* Guidelines for Data Analysis
* Data Analysis Checklist
Chapter 11…………………………………………………………….97
Preparing the Report
* Data analysis and report writing for focus group research
in various settings. Writing top-line summaries, writing full
reports, dealing with different styles for different clients.
Producing executive summaries and making recommendations.
Chapter 12…………………………………………………………….101
Professional Ethics and Protecting Respondents
* Ethical issues of disclosing purpose, nature, and technical
aspects of research to respondents.
* The distinctions between confidentiality and anonymity.
* Using the Informed Consent Agreement, Preamble, and Introductions
to ensure respondent anonymity.
* Monitions as a way of helping ensure report confidentiality.
Appendices……………………………………………………………106
* Include samples: screeners, protocols, reports, executive
summaries, and other useful materials.
Bibliography………………………………………………………….138
About the Author…………………………………………………….
147
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