coursework 2 reaserch :focus groups

Focus groups are a form of qualitative research that brings together small numbers of people to discuss a topic (such as reactions to a new product or service, or opinions about a client or a client's competitors). The typicalfocus group consists of seven to ten people who share common characteristics and experiences in relation to a topic. The group discusses the topic for about 1 ½ hours under the direction of a skilled moderator. Focus groups involve:

1. Identifying the research objectives
2. Developing a moderator's guide
3. Recruiting participants and arranging for an appropriate facility in which to hold the discussions
4. Holding the focus group meetings
5. Analyzing and presenting the results

Market Street Research handles all aspects of conducting qualitative research including focus group recruitment, logistical coordination, development of moderator's guides and moderating, and analysis of results. We work closely with clients to identify critical information needs and design focus groups that will best inform business or organizational decisions.

Moderator's Guides: Market Street Research brings decades of expertise to bear on the preparation of the highest quality research instruments. Our moderator's guides for focus groups ensure that all relevant topics are covered and that the time scheduled is maintained. Our clients give final approval on materials, and Market Street Research always develops moderator's guides on a custom basis for each project.

Logistics: Market Street Research maintains relationships with a national network of focus group facilities and we have a pool of trained, experienced, highly skilled focus group moderators. Market Street Research follows focus group sessions with a thorough analysis and presentation of the results. Our reports include quotations from focus groups to illustrate key findings, and we use video footage from the focus group discussions in our presentations of the findings. In many cases our clients use our focus group results to inform and fine-tune follow-up quantitative research, such as telephone surveys.