The Importance of Focus Group in Investigating Opinions - Essay Example

Cover page Research Paper Guides to a Focus Group Research Submitted by: Journalism, Mass Media and Communication February 2014 Guides to a Focus Group Research Introduction This research stresses the importance of Focus Group in investigating opinions and beliefs. Focus Group draws importance in exploration, such as finding about an issue of importance from the target population. People are getting so much health conscious today, so much so that they tend to believe on what they have read or heard. Several studies and articles even attest on health benefits of drinking tea. Some say it reduces obesity, it is a powerful health drink and could reduce risks of getting cancer (MDN). Nescafe, a leading manufacturer is working on a marketing strategy to position Nescafe Green Tea in the market( Strawzynski, L. (2012). Knowing the perception of people on green tea will help the company in its strategy and would direct people’s beliefs on a right perspectives. The Focus Group A focus group is a research tool used as a way to reach potential users for feedbacks or comments. It is usually used by an organization in planning, marketing, or evaluation to improve some specific product or service, or during development of strategic plans or statement (Blank, G. n.d.). Accordingly, Focus group research aims to gather opinions, beliefs and attitudes about issues of interest to your organization Test assumptions Encourage discussions on a particular topic Build excitements from the spontaneous combination of participants comments Provide an opportunity to learn more about the topic. The Guide of Focus Group Activities of a focus group are divided into three phases: Before the Focus Group, Conduct of the Focus Group, and after the Focus Group. 1. Before the Focus Group is the time for identification of the purpose of the study, establishing a timeline, identifying participants generating the questions, developing a script, selecting a facilitator, and choosing a location.. (Blank G. (n.d.) Along with this guide we establish the objective of this report that is: 1. Purpose of the study: The issue that is of utmost importance is to identify the perception of people on the health benefits of drinking green Tea. Green Tea is one of the fast-moving drinks today and knowing its real health benefits would benefit consumers. 2. Establishing a timeline. Between six to 8 weeks is an ideal span of time. This is the time to identify participants, develop and test the questions, locate a site, invite the participants, and gather the materials that are needed for the session. Inviting participants. The number of participants is an important consideration in a focus group. Fewer participants limit discussions while a large number is unwieldy. According to Nagle and Williams, an effective focus group consists of 7-12 participants. To them, this is an ideal size to promote discussion and would be easy for the Facilitator to handle. During this stage, the list of key attributes of participants based on the purpose of the focus group should be developed. Our proposal of the number of participants is 6 women and 6 men in order to have an equal representation. Ages would be between 21-30 years. It is presumed that these belong to a working group, educated, and matured enough to make decisions. Women are chosen because they have the buying decisions for the family. The participants will be employees of a business firm. Researcher should also pay attention to the level of participants. It is not advisable to invite someone with higher rank or supervisor of the group to sit with the same group as it will have a negative impact. Developing and testing the questions. Because of the limited time allotted for a focus group which is generally less than 2 hours, Prof. Blank suggests to limit it to seven questions which should be arranged to priorities. Questions should be open ended to encourage discussions. For example, “If you believe on health benefits of green tea, can you cite some of your beliefs.” Review the questions. Questions should link with the purpose. Make the questions comfortable to participants. Rewrite and edit. c. Develop a script. A script will guide the Facilitator in the discussion. The Facilitator should keep the questions in memory. A script should have an opening, the questions, and closing. Closing wraps up what have been discussed, thanking and acknowledging presence of participants d. Selecting a Facilitator. Selection of a good facilitator is significant since he will be in charge of carrying the discussions. A good one is able to guide discussions, is able to encourage participants to express themselves and does not dominate discussions. Facilitator must have guide questions or script since it ensures continuous flow of questioning and to be assured that all points are well taken. It is also important to be prepared of the materials needed in the session. The Focus Group should have at least two members of the team, a Facilitator and an Assistant. The Assistant takes notes and will help in preparing of summary and reporting. e. Choosing a location. We will be needing a setting or location that can accommodate participants and a place where they can be free to express their emotions. Things to consider are accessibility, environment and ambience. CONDUCT OF THE FOCUS GROUP (OR THE SESSION). Be sure that the materials needed for the session are prepared. Facilitator should come first and check on the materials, refreshments and seating arrangement. An ideal seating arrangement is presented below: The Facilitator and Assistant are seated at the center. As participants arrive, Facilitator welcomes them. He could engage on small talk but not necessarily the topic. This is the time where the demographics Detailed Questionnaire is distributed. Participants are asked on the following: 1. Age 2. Male/female 3. Professional Background 4. Lifestyle Drink ( whether coffee, tea, soda, others) 5. Consent (signature) Session. After the pre-session, facilitator can proceed with the script by the opening of session. He can introduce himself and ask the same introduction to the participants. Inform them that the whole process is being recorded. FOCUS GROUP: DISCUSSION GUIDE 1. Facilitator’s welcome, introduction, and instructions to participants 2.Introduction of topic, and request for consent to tape the proceedings. 3.Anonymity. Facilitator assures participants of anonymity 4.Facilitator explains ground rules for speaking such as only one person speaks at a time. 5. Warm-up. Introducing self and the rest of the staff. 6. QUESTION ONE.. Example: “ I am going to give you few minutes to think of your beliefs on tea drinking since this will be the center of our discussions. Is there anyone ready to share these thoughts? After the sharing, Start distributing article from Medical News Today. Allow few minutes for participants to read. QUESTION TWO. After reading, ask participants, What can you say about the news article? Follow up questions: Will you change your views ? Do you believe it? QUESTION THREE: Have you noticed changes taking place in your health when you drink tea. Please explain. QUESTION FOUR. Do you think tea can replace coffee, soda, or others because of health benefits? QUESTION FIVE: Since you are convinced of its health benefit, are you going to encourage others to do the same, Why, and why not? QUESTION SIX. Do you think Brand is important in your choice of tea? Please explain. CONCLUDING Question. Can you please tell us your general comments or opinion. Final remarks. Thank the participants. AFTER THE FOCUS GROUP. This is the reporting stage wherein all the phases of the discussions are summarized. The summary gives a detail on how the discussions developed the deeper understanding of participants of the topic. Facilitator reviews the session with the Assistant to record all the impressions. It is easier for the Facilitator to recall the notes immediately after. Finally, write the report. Conclusion. Focus Group Research is a valuable research tools that can capture information in a very short time so it gives a relatively fast results. The way discussions are conducted in Focus Group, allows facilitator flexibility to explore unexpected issues. However, as I go along the guides, there are certain limitation observed such as, facilitator must be an expert, data are too difficult to analyze, and groups may be difficult to assemble. There is also a need to repeat the process several times with another group to get substantial opinions. References Blank, Glen (n.d.) Conducting a Focus Group. Retrieved 17 February 2014 from Kokemuller, Neil. (2014) The Focus Group Research Method. Chron.com. Retrieved 17 February, 2014 MNT Medical News Today. (December 2013). What are the health benefits of Green Tea? Retrieved 17 Februay, 2014 http://www.medicalnewstoday.com/articles/269538.php Strawczynski, Josh (2012). Nescafe Attack Green Tea Market. Issues in Marketing Strategy. Retrieved 17 February 2012 Read More