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An overview of online surveys and focus groups as research methods. It discusses the differences between e-mail surveys and web surveys, as well as the advantages and disadvantages of focus groups. The document also covers the history and effectiveness of focus groups, their components, and how to decide if they are the right method for a research project.
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Embedded e-mail surveys include questions in body of e-mail. Respondents reply with simple notations; Open-ended questions ask respondent to type answer.
Attached questionnaires arrive with e-mail. Respondents have option of returning attachment in subsequent e-mail, or printing attachment out & returning by fax or ground- mail.
Groups are common (e.g., brainstorming, planning, learning, partying, etc).
Can be enjoyable & useful; or boring, unproductive & time-wasting.
Focus groups a special kind of group…and major social research method.
The ability (and willingness) for self- disclosure varies.
People more likely to self-disclose (reveal “private self” when they feel comfortable & when environment is permissive & nonjudgemental!
Examples: travelling, class reunions, counseling or therapy, parties.
People self-disclose in groups comprised of others who are similar.
Select participants with something in common & tell them the thing in common!
Moderators encourage range of comments , avoid making judgments & body language that communicate approval/disapproval****.
Locations comfortable for participants.
Often called “small group discussions”.
Range of opinions & ideas.
Compare data from 3+ groups.
Data generated in a natural “social” environment.
Questions carefully planned, phrased, sequenced
Easy to understand, logical, open-ended.
Question Route…general to specific.
Early questions get people talking & thinking.
Later questions provide more useful information.
Understanding feelings, comments, & thoughts.
Group consensus.
Information should not be shared in a group.
Statistical estimates/projections.
Environment is emotionally charged & polarized.
Other methods can produce better information.
Other methods can produce the same quality information at less cost.
Given research purpose, what are characteristics of “ideal” participants.
What is your “target” market or audience?
Who is likely to have most insight about research topic? Give the best information?
Sometimes different types of people will need to be interviewed in focus groups.
Series of questions used is the Questioning Route****.
2 hour focus group should include about 12 questions.
Questions must achieve purpose of study & be compatible with small group dynamics.
Conversational.
Use words participants use.
Are easy to say.
Are clear.
Are usually short…or at least not long.
Typically open-ended.
One-dimensional
Clear directions if necessary.
Focus groups employ different types of questions…each type has distinct purpose.
Goal is to get people talking & make them comfortable. Ask everyone by going one by one around table.
Easy to answer quickly….ask for facts rather than opinions or attitudes.
Avoid asking about things which translate into power, status, expertise differences (e.g., age, occupation, education).