SLIDE 1
When to Use Focus Groups?
Definition inition: F : Foc
- cus g
us groups a
- ups are a
a sm small g ll group of
- up of a
a se sele lecte ted popula d population tha tion that a t are a ask sked ope d open- n- ende nded que d questions in a stions in a disc discussion type ussion type atm tmosphe
- sphere to g
to gene nerate te da data
- ta. T
. The hey should: y should:
Ø In
Involv
- lve a
a c carefully pla fully planne nned disc d discussion ussion
Ø Atte
ttempt to obta pt to obtain pe in perceptions of ptions of a a de define ined inte d interest a st area
Ø Be c
carrie ried out in a d out in a pe perm rmissiv issive, non- , non- thr threate tening e ning envir vironm
- nment
nt
2