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The interactive, discussion-based context of focus groups can illustrate how meanings are produced intersubjectively. [30] Meaning production is naturally a socially shared process, making focus groups a useful method for researching the attitudes, experiences, and understandings of individuals and groups. [30]
An online focus group is one type of focus group, and is a sub-set of online research methods. [1] They are typically an appropriate research method for consumer research, business-to-business research and political research.
The focus group is marketing research technique for qualitative data that involves a small group of people (6–10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator.
Focus-group discussions help in elaborating the different viewpoints and emotional processes of each member within a group. The individual interview is simpler for the researcher to control, but a focus-group discussion helps the researcher to obtain more information in less time than individual interviews ordinarily take.
When applied to cross-cultural settings, cultural and linguistic adaptations and group composition considerations are important to encourage greater participation in the group discussion. [36] The nominal group technique is similar to focus groups with a few important differences. The group often consists of experts in the field in question.
Recursivity in qualitative research procedures contrasts to the methods used by scientists who conduct experiments. From the perspective of the scientist, data collection, data analysis, discussion of the data in the context of the research literature, and drawing conclusions should be each undertaken once (or at most a small number of times).
Market research communities (Insight communities) - These typically involve participants taking part in various research activities over a period of time, rather than taking part in one research event, such as an online focus group. The activities often include short surveys, quick polls, online focus groups, and participant-led discussion forums.
The Delphi method or Delphi technique (/ ˈ d ɛ l f aɪ / DEL-fy; also known as Estimate-Talk-Estimate or ETE) is a structured communication technique or method, originally developed as a systematic, interactive forecasting method that relies on a panel of experts.