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Lecture 5

CMN 3103 Lecture Notes - Lecture 5: Focus Group, Group Dynamics


Department
Communication
Course Code
CMN 3103
Professor
Peruvemba Jaya
Lecture
5

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Lecture 5
Focus Group Interviewing
FOCUS GROUP
!Group discussion
!Facilitated by a moderator
o!Guides discussions
!Manageable size
!Voice or video recording can help
!7-8 ppl max
THE MODERATOR’S ROLE
!Draw out information
!Monitor informal group discussion
!Encourage free speaking
!If you want you could go back and ask the people who hardly speak
(they may not be comfy)…have them come in for one on one
interview.
o!Supplement your focus group
PROBLEMS TO AVOID
!Running a focus group without reason
!Vague objectives
!Using too few people
!Over-reaching (more than 7-8 ppl)
!Too many individuals in each group
!Sometimes you start with too many ideas.
o!But you can’t have everything on that and talk about focus
group.
!!People lose interest and people don’t have time.
"!Therefore you have to bring down and see how
many issues are going to be laid out to the
people.
!Too much/not enough moderator influence
!Professional moderators tend to get professional results
!Bullies
ADVANTAGES
!Highly flexible
!Large amounts of information in short amounts of time
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