The Focus Group Research Handbook

Includes Index

Introduction ix
Chapter 1: Focus Groups
1 (28)
Use of Focus Groups
2 (1)
When to Use and When to Avoid Focus Groups
3 (4)
Advantages and Disadvantages of Focus Groups
7 (1)
General Design of a Focus Group Study
8 (5)
Variations on Focus Groups
13 (16)
Telefocus Groups
14 (5)
Mini Focus Groups
19 (1)
Triads
19 (3)
Internet Focus Groups
22 (5)
Video Focus Groups
27 (2)
Chapter 2: Designing a Focus Group Study
29 (30)
Sampling for Focus Groups
29 (2)
Design of the Screener Questionnaire
31 (19)
Typical Questions
31 (3)
Invitation to Participate
34 (2)
Sample Questionnaires
36 (2)
Recruiting Focus Group Participants
38 (2)
Case Study: Screener Questionnaire Development
40 (10)
The Discussion Guide
50 (9)
Case Study: Discussion Guide Development
55 (4)
Chapter 3: Facility Issues
59 (10)
Selecting a Research Facility
59 (3)
Room Availability and Size
62 (1)
Viewing Room Capacity
63 (1)
Host(ess) Services
64 (1)
Moderator Communication System
65 (1)
Audio- and Videotaping Capabilities
66 (1)
Audiovisual Equipment
67 (2)
Chapter 4: Focus Group Moderation
69 (18)
Selecting a Moderator
69 (6)
Skills of the Moderator
70 (4)
Other Considerations
74 (1)
Use of the Discussion Guide
75 (2)
Moderator's Attention Level
77 (1)
Introducing Participants to Focus Group Procedures
78 (4)
Moderator's Role
80 (1)
Speaking Clearly and One at a Time
80 (1)
No Right and Wrong Answers
80 (1)
Need for Active Participation
81 (1)
Breaking the Ice
81 (1)
Conducting the Focus Group Discussion
82 (1)
Maintaining Control of Group Discussions
82 (1)
Keeping the Conversation on Track
82 (1)
Moderation Techniques and Approaches
83 (4)
Polling or Ranking Exercises
84 (1)
Comparison Games
85 (1)
Role-Playing
86 (1)
Break in the Session
86 (1)
Chapter 5: Focus Group Evaluation
87 (12)
Writing the Report
87 (2)
Tools for Analysis
89 (5)
Moderator's Notes
90 (1)
Viewers' Notes
91 (1)
Debriefing Session
91 (1)
Audio- and/or Videotapes
92 (1)
Focus Group Transcripts
93 (1)
Pregroup (or In-Group) Questionnaires
93 (1)
Techniques in Focus Group Evaluation
94 (1)
Key Report Deliverables
95 (4)
Executive Summary Report
96 (1)
A Detailed Report
97 (1)
Focus Group Transcripts
97 (1)
Presentation of Results
98 (1)
Chapter 6: Pros and Cons of Doing It Yourself
99 (4)
Pros
99 (1)
Budgetary Advantages
100 (1)
Knowledge Base of Moderator
100 (1)
Cons
100 (3)
Bias
101 (1)
The Cost of Poor Research
101 (2)
Chapter 7: Other Focus Group Situations
103 (22)
International Focus Groups
104 (5)
Sampling and Recruiting Requirements
104 (1)
Facilities: Differences and Distances
105 (1)
Language Barriers
106 (2)
Cultural Differences
108 (1)
Focus Groups with Children or Teens
109 (6)
Recruiting Minors
110 (1)
Scheduling and Preparing for the Groups
111 (1)
Conducting Focus Groups with Children
112 (3)
Focus Groups with Senior Citizens
115 (2)
Testing Prototypes/Concepts Prior to Focus Groups
117 (1)
Ad Hoc Problem Solving
118 (4)
Too Few Participants
119 (1)
Recruiting Behind Schedule
120 (1)
Participants Accompanied by Family Members
120 (1)
Arrogant and Disruptive Participant
121 (1)
Recording Equipment Failure
122 (1)
Moderator Unavailable
122 (1)
No Prototypes on Hand
123 (2)
Chapter 8: Ethics in Focus Group Research
125 (4)
Expectations of the Client
125 (1)
Expectations of the Vendor
126 (1)
Expectations of Participants
127 (2)
Glossary 129 (6)
Appendix A: Sample Focus Group Screener Questionnaires 135 (26)
Community Recycling Study: Focus Group Screener 137 (7)
Water Quality Study: Focus Group Screener 144 (4)
Credit Union Senior Program Study: Focus Group Screener 148 (4)
Communications Focus Group: Focus Group Screener 152 (4)
Software Study: Focus Group Screener 156 (5)
Appendix B: Sample Focus Group Discussion Guides 161 (14)
Water Quality: Focus Group Discussion Guide 162 (3)
Acme Credit Union Senior Package Account: Focus Group Discussion Guide 165 (4)
Communications: Focus Group Discussion Guide 169 (6)
Appendix C: Sample Executive Summary Reports 175 (92)
Water Quality Focus Group Study: Executive Summary Report 177 (28)
Acme Credit Union Senior Program Focus Groups: Executive Summary Report 205 (24)
Communications Focus Group Study: Executive Summary Report 229 (18)
Software Focus Group: Executive Summary Report 247 (20)
Index 267

Well-conducted focus group research can determine the course of a company's future by revealing the true needs of its customers. Here is a comprehensive, easy-to-understand guide for designing and conducting focus group studies -- from sampling to moderating and reporting -- including suggestions for how to turn results into profits.