Research Design & Analysis

Research is not one size fits all.

Focus Groups and in-depth interviews are part of a larger framework of research known as qualitative research. These are powerful and popular research techniques that are a perfect choice for some, but not all research objectives. When appropriate, qualitative research is recommended. While at other times, quantitative research is the proper approach.

Quantitative research and qualitative research have a place in the marketer's tool chest. Implicit in this statement is that both techniques have value in marketing, but only when applied appropriately. The following analysis highlights the differences between the two techniques.

Vital to any research study is a well defined objective. Once established, it becomes the foundation of the research plan. It influences the scope and methodology of the project and sets the parameters for evaluation at the conclusion of the research.

Qualitative Research provides:

• Insight, inferences, direction, texture, development of hypotheses.
• This is appropriate when the marketer says: "I'm not sure I know the answers to my questions. In fact, I'm not even sure if I know the questions."

Quantitative Research provides:

• Statistical reliability, and validity, may confirm proof of established hypotheses.
• This is appropriate when the marketer says: "I'm pretty sure I know the answers to my questions, but I need proof."

Qualitative Research – Focus Groups

• Regardless of where it is used in a research program, its goal is discovery rather than validation.
• Its purpose is to provide rich insights, clarifications, ideas and/or hypotheses.
• It offers the flexibility to probe into the reasons behind people’s opinions and behaviors.
• The findings are only directional in nature. Small sample size and judgmental
  
• Respondents are interviewed in person, usually in small groups.
  
• The total sample size will vary, but are rarely large enough to provide quantifiable or statistically projectable data.
  
• The sampling is typically judgmental to fit the requirements of the task.

Typical Focus Group Design

• Typically involves 8 to 10 respondents
  
• Duration 1 1/2 to 2 hours
  
• Respondents are pre-screened & invited to a central location
  
• Clients observe through a one way mirror

Discussions are led by a moderator and directed by a predetermined discussion guide.

• The guide identifies key issues of concern to the client.
  
• Discussions should flow naturally, and thus do not follow the exact sequence shown on the guide.
  
• Other important issues not highlighted on the guide will often emerge and be explored when appropriate.
  

Deliverables:
Digital audio recordings are standard. Video recordings are optonal. Summary reports are created in a presentation format using PowerPoint or Keynote. More indepth reporting is available which would include transcripts, and participant quotes.