HLTHAGE 2A03 Lecture Notes - Lecture 22: Icebreaker, Focus Group
9 Dec 2016
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Document Summary
Documentary - the demise of a focus group. In a focus group there are multiple participants and a moderator. The moderator facilitates discussion, introduces topics and when the group is moderated well everyone will speak equally and the moderator doesn"t interfere a lot. Focus groups work best when small 6-10 people. In a study there would be 10-15 focus groups. If there is an expected range of responses due to diversity among participants, there should be more groups. Men should talk to one another in one group etc - groups put together by salient characteristics depending on the study and research question. If the group is too big not everyone will be able to speak. Why the focus group was used in this documentary is unclear. The moderator notes that the responses are kept confidential but then the marketer uses the sound bites from the participants in advertising.
