Focus Group

A number of research options are used as students try to go the academic route. One type of reasearch that is however readily available and easy to qualitatively analyse is the focus group. Focus group is a primary research technique which should be used not solely but to complement other techniques1 in order to better understand the problem and test the intended message2. While anyone can do it, the following tips will enable you bring out the very best1.

1. Admittedly the internet is a powerful research tool. However, the questions listed to help a user judge the merit of the information found therein makes it clear that getting information via the internet needs researching as all information on the internet are not valid/sound.

2. A good moderator is key to any focus group discussion. A good moderator should be agile, allow discussion to flow gracefully, display air of authority, guide instead of dominating discussion1, establish atmosphere of warmth, treat participants with respect, encourage all points of view, ensure balanced discussion, understand and is sensitive to differences (cultural, gender etc), lead while participating2 - is similar to the qualities of a good television presenter.

3. Knowing that it is okay to pay participation fee to participants for commercial or marketing research1 helps but how this may affect/blur the result or outcome is not mentioned in the paper.

5. Informal setting – conference rooms, circular seating, coffee tables, comfortable chairs or sofas – helps participants to relax. Though snacks promote informality, they should be simple so as not to take the focus away from the discussion2.


References:
Smith Ronald D. (2005). Strategic Planning for Public Relations (Second Edition). LEA Publishers, London
Austin, E.W., Pinkleton B.E. (2001). Strategic Public Relations Management. LEA Publishers, London