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Mastering Focus Groups and Depth Interviews

Author: Roger A. Straus, Ph.D.

Publisher: PMP

Published: 2019-11

Total Pages: 232

ISBN-13: 9781941688663

In this practical handbook, author Roger Straus shares insights, tips, and wisdom acquired from his decades-spanning career as a moderator and depth interviewer. You'll find practical tips for responding to an RFP (including budget considerations that are not always obvious), planning a depth-research project, working with research facilities, conducting the research, and conveying your findings to your clients. Focusing on six applications for depth methods, Straus explains that focus groups and depth interviews can be used for much more than preliminary research and ideation exercises. He takes you through the Five-Question process for planning a group, addressing Who?, How Many?, Where? When?, and How?. In addition to discussing each of these critical questions, he offers scores of useful best-practice tips that you can put to use immediately. You'll also find valuable advice for integrating qualitative and quantitative research and for choosing the best approach to your research project, with extensive discussion points weighing the benefits of in-person groups and interviews vs. on-line, synchronous and asynchronous methods. Recommended for professionals in market research, product development, government, sociological practice and public policy research, especially for those who might be new to the discipline.

Moderating to the Max

Author: Jean Bystedt

Publisher:

Published: 2003

Total Pages: 0

ISBN-13: 9780983043621

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Focus groups require mastery of many techniques in order to keep them from fading. Moderating to the Max provides focus group leaders with detailed instructions for more than 20 techniques that will deepen findings and bring life to focus groups.From perceptual mapping to personification, you will never again have to guess whether a technique is the right one for a particular focus group. This guide will enhance and broaden the work of focus group moderators who already have a good foundation. Myriad examples and illustrations emphasize focus group "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations.A handy chart at the end of the book helps you decide which techniques to use when you need to learn certain things from a focus group and includes the page numbers where you will find those focus group techniques. For example, if you are trying to draw out greater or more lucid details about a behavior, situation or relationship, you might turn to drawing, mindmapping, on-site interviews, storytelling, or visualization. On the other hand if you are trying to discern strengths/weaknesses or similarities/differences relative to the competition, you might try four square, line-up, or product sort.This classic book is being used in many classes to train focus group moderators and hundreds of copies have sold to Qualitative Research Consultants, as well as corporate marketers who are in charge of hiring moderators and understanding moderating techniques.

Moderating Focus Groups

Author: Thomas L. Greenbaum

Publisher: SAGE Publications

Published: 1999-11-18

Total Pages: 263

ISBN-13: 1506320562

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"Like every other agency research director, I suffer from focus-group anxiety. Pumping M&M′s behind the one-way mirror, I′m monitoring the groups, the moderator and the client simultaneously. It′s tough enough to manage the client′s expectations and responses. Worrying about whether the moderator can effectively manage the content flow and the group dynamic makes the experience life threatening. Watching Tom moderate, I find myself constantly thinking, ′Wow, he′s smart. I wish I thought of that. He′s the best.′" --George Scribner, Research Manager, Organic Inc. "Dynamic, entertaining, and armed with information on new drugs and medical techniques that would challenge the knowledge of most physicians, Tom Greenbaum presides over an attentive yet relaxed group of medical specialists anxious to share their opinions and prejudices with this most charming of focus group moderators. Serving as a polished master of ceremonies, Mr. Greenbaum is able to work with the many individual styles of his physician panel and at the conclusion, leaves one with the sense of having participated in something important." --Alan H. Richman, M.D., Chairman, Department of Radiology of Norwalk Hospital "Tom Greenbaum is a highly effective moderator who has the special ability to quickly learn any subject matter and can conduct groups with expert knowledge. From the discussion guide to the final report, Tom works with speed and accuracy." --Mark Alfonso, V. P. of Marketing, The Purdue Frederick Company "Tom is one of the most competent and intuitive moderators I have ever worked with: not only does he have an impeccable understanding of the technical skills necessary for a successful moderator, he also has a unique and uncanny ability to foster and capitalize on the internal dynamics of any group." --Joseph A. Ciaralli, The Prudential Insurance Company of America "Thomas L. Greenbaum eats and breathes focus groups. If you want a definitive look at this research technique, you need to either live with the guru for a year or read his books." --Dave Quincy, Clarion Marketing and Communications The entire range of facilitation techniques is covered in this comprehensive handbook, from pre-session tips in participant recruitment to post-session reporting. Moderating Focus Groups covers all the fundamentals of successful group facilitation, and also includes a wealth of advanced techniques not found in other books on focus group research (on managing group dynamics, energizing a tired group, and digging deeper into the minds of participants.) Greenbaum also goes beyond the basics with chapters on how to build a business moderating focus groups, and how to price moderating services. While this book is particularly aimed at the needs of focus group practitioners, there is plenty of advice that will benefit anyone who conducts in-depth interviews or group facilitation. Additionally, the many people who hire moderators to facilitate their sessions will benefit from reading this book because it will provide them with valuable insights on how to evaluate their moderators′ work.

Successful Focus Groups

Author: David L. Morgan

Publisher: SAGE Publications

Published: 1993-04-19

Total Pages: 289

ISBN-13: 1452253714

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"Successful Focus Groups is a state-of-the-art text on focus group research methods. . . . Successful Focus Groups is a well-written document with clearly presented reasons why researchers should follow the guide lines presented. Additionally, this text is groundbreaking in its focus on topics that will advance knowledge of focus group research methods. . . . an improvement over prior treatises on focus groups. . . . Successful Focus Groups is clearly one of the most helpful treatises on focus group research. . . . this text will advance the quality of focus group research. I recommend Successful Focus Groups to anyone interested in learning about doing focus group research." --Susan A. Stearns in Qualitative Studies in Education "There is original material and the overall breadth and ease of presentation of the material make this the most comprehensive and readable book produced so far on the subject. . . . In many of the chapters, examples from actual studies are used to illustrate the basics or discuss particular issues involved in the approach. This grounding of the discussion is particularly appealing." --Contemporary Sociology "This book systematically addresses the issues, practice, wisdom, and problems in conducting focus groups. It is an integrated collection of articles representing the state of the art in focus group applications. It covers the basic principles of when and how to use focus groups, the applicability of focus group interviews to survey research and other methods, general issues in the use of focus groups, the specific problems of focus groups with different populations or settings, and an agenda for future development of the method." --Bulletin de Methodologie Sociologique "Anyone who is considering using focus group interviews as a tool in social science research or as a means to develop and validate another research methodology will find this text quite useful. This well-written and edited text offers practical advice, methodologic considerations, and actual examples of how to plan, conduct, and analyze focus group research. It offers a practical discussion on the uses and limitations of focus group interviews as a research tool." --Journal of Nutrition Education While various books introduce the basics of focus groups, Successful Focus Groups is the first volume to systematically address the issues, practice wisdom, and problems in conducting focus groups from the perspective of those who have done the most work using these methods in social science settings. The result is a well-integrated collection of articles that represents the state-of-the-art in focus group applications, written by a knowledgeable, interdisciplinary group of scholars. The chapters cover the basic principles of when and how to use focus groups, the applicability of focus group interviews to survey research and other methods, general issues in the use of focus groups, the specific problems of focus groups with different populations or settings, and an agenda for future development of the method. Authoritative and readable, this volume is essential reading for social scientists now using, or contemplating, focus groups in their research, and a useful, practical text for students of research methods.

Secrets of a Master Moderator

Author: Naomi Henderson

Publisher: eBook Partnership

Published: 2016-05-09

Total Pages: 466

ISBN-13: 0983673934

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This book spans nearly 35 years of Naomi's experiences as a moderator and a trainer of qualitative researchers. It covers a full range of QREs (Qualitative Research Events) from IDIs to extended groups.There are tools, tips, and techniques for moderators who run the gamut from new to the industry, to those with long years of research experience. It grapples with knotty questions and concerns that affect those working in market research environments. Henderson guides readers through an exploration of the reasons behind the importance of knowing that what counts in life cannot be measured on a scale, teaching them to navigate the territory of the heart below rational logic of the mind. Now in its third edition, Secrets of a Master Moderator, includes a glossary, index, and sample documents to aide any qualitative market researcher sharpen their skills.Praise for Secrets of a Master Moderator:"e;What comes through clearest in her work is Naomi's vast experience as a master moderator, consultant, educator, and presenter. This book distills the advice and wisdom from countless hours on the front lines of practice, deep in the trenches among consumers and clients."e;- Hy Mariampolski, PhD. QualiData Research Inc."e;It is jam-packed with tips, a valuable tool that I wish I had been able to access 20 years ago when I was starting to commission and then conduct qualitative research... The book is a 'how to,' a dictionary, a textbook, and a series of relevant anecdotes about the practice of qualitative research."e;- Nancy Kramarich, Anderson DDB Health & Lifestyle"e;This book is a gem and is likely to become a standard reference on the QRC's bookshelf."e;- Kay Corry Aubrey, Usability Resources, Inc."e;The book is inspired in its composition and content; at times profound and insightful, light and funny in others...It is the 'next best thing' to having Naomi on speed dial!"e;- Miguel Martinez-Baco, ORC International

Understanding Focus Group Discussions

Author: Monique M. Hennink

Publisher: Oxford University Press, USA

Published: 2014

Total Pages: 231

ISBN-13: 0199856168

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This volume guides readers on practical and theoretical considerations in conducting focus group research. Separate chapters are devoted to writing focus group methods and presenting findings. Strategies for assessing the quality of focus group research are included and case study examples of field research are provided throughout.

Focus Groups for the Social Science Researcher

Author: Jennifer Cyr

Publisher: Cambridge University Press

Published: 2019-03-28

Total Pages: 145

ISBN-13: 1107189160

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In highlighting the unique features of focus groups, Cyr explains how they can help social science researchers effectively answer certain research questions.