Professional Documents
Culture Documents
Group of individuals assembled by the researchers to comment from personal experience on the subject. One can obtain multiple perspectives from the group More effective and cost efficient than survey research Unexpected findings may arise.
Group
Size: anywhere from 6 to 12 For two hours or so Members selected from planned sample Make sure that participants have ample knowledge on the subject Participants need to be updated before on the topic
Moderator
Introduces and updates to the participants as to what is going to be discussed. Group should be with common interests, experience. Effectiveness of the group would depend on the moderator who needs to control the group
Question should be open ended, clearly formatted, neutral and sequential. Audio/video recording would help to gather information
Advantages
Techniques
Projective techniques: to get on to the sub conscious mind of the individuals. Uncover the inner motives Feelings, beliefs, attitudes Expose to various scenarios and asked to interpret them
Association techniques
Word association Participants are presented with a stimulus and are asked to reveal the first word, image or thought.
Completion technique
Sentence and story completion Participant is asked to fill up the blank in the sentence
Construction Technique
Sociometry