When I think of Focus Groups, I think about the scene in Up Close and Personal when the news channel makes Michelle Pfiefer look like her co-anchor based on results of a focus group. In that context, I can see them being a bit superficial. However, I can also see how they could be used for gathering more important info too. I have been invited twice to sit in on a focus group in Santa Fe, but they never offer any compensation. The letter makes it sound like you should be honored that they even asked you, which is all the compensation you get.
I think the success of a focus group really depends on the moderator. If the moderator is not able to guide discussions, and encourage everyone to speak openly, the group could be monopolized by stronger personalities or be taken off subject completely. It is also important that the moderator refrain from showing any opinion on the topic of discussion, as this could influence the discussion.
I could see myself using a focus group similar to what Merrie Davidson did with public school teachers. I would use the focus group to get an idea of how technology and new media are being/or not being used in the classroom, and an idea of how those teachers value the idea of new media. I think the information gathered from there could help me focus on areas of further research.
Outside my research interests, my husband and I have been considering opening a new business, and have been discussing the use of focus groups as a way explore public interest. We have also considered the use of surveys to evaluate whether or not our idea is even worth pursuing.
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Robin,
ReplyDeleteI really like your idea of how you might use a focus group. In some ways, I think we actually do focus group research on a daily basis as we ask people what their view or opinion is; I know that is a very informal way of looking at it, but personal research, whether formalized or not, is valuable for the interests we pursue. My students are a constant source of input and research for me. I mostly focus on informal means of gathering opinions and ideas, but as time continues those things generate the bigger ideas I pursue. Sometimes our hunches lead to the focus group we might attempt, and that in turn leads to even greater attempts of research at larger scales. Well, at least that is how I conceptualize it. :)
Robin,
ReplyDeleteI really liked your post. I am also now considering how I might merge focus groups into my research interests. The articles and the presentation were great in that they showed me how flexible focus groups can be--and they dont have to be large groups of people so that is nice.
Gerri
I, too, am considering the potential that focus groups may offer my research interests. I definitely don't think they are an all in one fix, but incorporated with some other data collection tools, i think they can offer some powerful feedback.
ReplyDeleteRachel
That's so cool that you are thinking of using focus groups to gauge interest in a new business. I'll want to hear how that goes.
ReplyDeleteI think that invitation to the Santa Fe focus group with no compensation is pretty odd. Why would you drag yourself all the way up there with no benefit is a little too much.