Focus Group Interview

Focus Group Interview – Do My Homework For Money

Focus group is an informal, unstructured interviewing technique that allows probing a group of participants together (Burns, 2000; Zikmund et al., 2012). This technique is particularly useful for exploratory research studies as it is highly cost effective in view of the variety of information it yields by allowing the researcher to investigate the phenomenon in depth from various perspectives. The method, being flexible in nature as it utilizes an unstructured interview, gives the liberty to the investigator to explore the problem from different dimensions yielding a variety of information at the preliminary phase of research. This knowledge is extremely helpful in understanding the problem better and the researcher can ascertain the root problem by isolating the symptoms. The business can gain significant information from the focus group discussions by comprehending the perspectives, feelings, beliefs, motivations, aspirations, apprehensions of the various interest groups in the process like the employees, the customers, the suppliers, the retailers or any other. suppose there is business which is addressing the development of a new product then the focus group of the prospective users of the product/service can be beneficial in knowing the expectations of the customers to identify the features they desire in this, similarly the focus group discussion with the members of the technical team can be useful in ascertaining the feasibility of the proposed features with respect to the operational, economic and commercial aspects. Once a product is developed the use of the focus groups can be beneficial in introducing the update in the product/service as per the changing needs of the product/service. In order to construct a focus group one need to schedule a common interview of the participants either at a physical place or in a virtual environment like through video conferencing or so. These participants are usually the members of a homogenous group like the customers, the employees; the reason for this can be explained by the fact that the people with similarity in background will have similar kinds of concerns and issues that can be vocalized more easily in presence of each other. If there is a disparity in the background of the focus group members then they may not be comfortable in citing their concerns in presence of each other, for example the business competitors; the employees and management people together etc.  The size of the group chosen for the focus group discussion is usually between 6 to 12 and the physical environment where in this interview is conducted is ensured to be comfortable and relaxed (Zikmund et al., 2012). The role of the moderator in determining the success of the focus group is extremely critical as he makes sure that the group members participate whole heartedly in the discussion and there are no conflicts along with ensuring that the discussion does not deviate away from main course of discussion. The choice of conducting the appropriate type of focus group will be made among the methods including : (1) client-participant group wherein the group comprises of one or more client representatives; (2) dual-moderator group which is usually conducted with the help of  two moderators involving the traditional as well as the dueling moderators; (3) mini group technique; (4) making use of online focus groups; (5) the respondent-moderator group wherein the role of moderator is taken by the selected participants temporarily for the sake of improving the group dynamics; (6) the tele-sessions or the telephonic focus groups; (7) the two-way group where the one focus group observed the activities and discussions of the other focus group and makes a listing of the learning and (8) the video-conference focus group discussion. The choice between the methods would be highly dependent on the sampling entities which comprise the focus group, their ease of availability, the time when they can be contacted, the communication means that can be used to gain access to them, their comfort level with respect to the other members of the group etc. The duration of the focus group can be around 1-1 ½ hours depending upon the response of the group members. The number of sessions required for the technique is usually three or four but can be extended if the number of interest group is larger. The findings procured from the focus group discussion can be recorded by using the content analysis technique which is used for analyzing the qualitative data obtained from this discussion (Burns, 2000).

Suppose a marketer wants to ascertain the factors that influence the purchase decision of smartphone devices. Then a face to face focus group with customer groups representing the targeted population along with the focus group of the industry experts and that of the sales executives involved in the sale of smartphone can be conducted to gain an understanding of the various factors which influence the customer purchase decision. Some of the questions that can be used for the focus group interview are as follows;

  1. Since how many years are you using mobile phone?
  2. Since how long are you using your current service Provider?
  3. Which handset are you currently using?
  4. What are the various jobs that you perform with your current mobile?
  5. What are the factors that you consider before purchasing a mobile phone?
  6. What was the most important factor that you considered when you purchased your last mobile handset?
  1. What are the limitations that you face while working with your current mobile phone?
  2. What features would you like to have in your mobile phone?
  3. If you are a smartphone owner what propelled your motivation to purchase the device?
  4. What would you like a “smartphone” to do for you?
  5. Who are the people whose advice you consider before purchasing a handset?
  6. Is the brand of the device an important factor in influencing your purchase decision?
  7. How important is the price of the device for you to purchase the smartphone handset?
  8. Would you buy an expensive smartphone? If yes, why?
  9. If you have to prioritize among the price, features, the ease of use, the brand image what will be your ranking and why?
  10. How do you obtain information on the device?
  11. When you think about the image of the brand what things come to your mind?
  12.  What things do you associate with the brand that you believe can improve the brand image?
  13. Would you like to recommend the brand to others if you find it functioning well?
  14. Would you like to recommend the brand to others if you find it yielding satisfaction regarding product?
  15. Besides simplifying your work, what other things do you think are important to make one purchase smartphone?
  16. Do you believe that using a smartphone boosts your social image?
  17. Do you believe that smartphone simplifies the modern contemporary life?
  18. Do you believe that the use of smartphone has grown into a necessity with the rush that we face in daily lives?

 

 

References

Burns, B.R. (2000). Introduction to Research Methods (5th Ed.). Sage Publications.

Zikmund, W., Babin, B., Carr, J., & Griffin, M. (2012). Business research methods. Cengage Learning.

 

Bookmark the permalink.

Comments are closed