Focus groups ted-ed

Focus groups are a technique of _____________ research.

• quantitative

• qualitative

• statistical

• optical

Focus groups are used:

• As part of exploratory research

• To get definitive conclusions about certain topics

• To read people’s minds

• To estimate the percentage of people who buy a certain product or brand

How many participants are generally recruited for a standard focus group?

• Ten to twenty

• One to three

• Six to ten

• More than twenty

Who usually guides the discussion in a focus group?

• A computer

• A script

• A group moderator

• One of the participants

Researchers observing the focus group commonly do this by a:

• Hole in the wall

• One-way mirror

• Dark chamber

• Proprietary software

Which of the following would be a better question for a focus group and why? How many headphones do you own? Why would you buy more than one headphone?

(a)  

In a focus group, people are sometimes asked to do exercises like imagining that a product magically becomes a person in a party, and then asked to describe what this person does or says to the other people in the party. How do you think this type of exercise can provide us information about what people think about products?

List several ways focus groups complement research done with surveys.