“Focus groups are moderated, small-group discussions where a pre-selected group of people (usually current, past or potential customers) discuss their preferences, attitudes and opinions about products or services.”
Reasons for focus groups: seeking “preferences, attitudes and opinions, testing agency assumptions, and collecting responses to current or future offerings”.
Limitations -
“Because focus groups include a very small sample size, and participation is not random, the feedback you collect may not be representative of the opinions of your entire customer base. Focus group results are always qualitative. In addition, because of the relatively small number of participants, individual opinions can take on greater weight than is appropriate. When running a focus group, be aware of the anecdotal nature of group responses, and combat this by running multiple focus groups or by recruiting the maximum number of participants.”
Training Resources
CDC.Gov Data Collection Methods
Maine.gov
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