BUSINESS

RESEARCH

Arti Srivastava
 Focus Group
- Moderators
- Setting up expectations and extracting information
- Questions (Engagement, Exploration, Exit)
- Respondents (8-10)
- Homogenous group of people
- Selectively recruited (Purposive/Snowball)
- Impact each other
 Focus Group Moderators

- Break the ice

- Be flexible
- Take notes
- Paraphrase
- Open opportunities for everyone, probe, guide, direct, and interject
Focus Group Process
- Opening
- Describe the study
- Consent of the participants individually
- Introduction of the moderator and the note taker
- Highlighting that you are the moderator not an expert
- Prepare them for moderation
- Ground rules (Interruption, confidentiality, values and behavior)
- Participants introduction
- Icebreaker (Not necessarily)
- Build group dynamic
Focus Group Process
- Engagement and Exploration
- Conversational, Open ended
- Short, clear, and one dimensional
- Non-judgmental
- Non-dichotomous questions
- Pose questions to groups, not individuals
- Minimum intervention from the moderator
- General to specific or specific to general
- Begin with positive questions
- Follow but not stick to interview guide
Focus Group Process

- Exit
- Participants’ conclusion
- All things considered questions
- Summarizing key questions (Audience’s views)
- Main purpose of the study and what they think
Focus Group Process

- Exercises
- Lists (Make these interesting)
- Choosing among alternatives
- Magic potion
- Portrait
- Worst idea
Other Qualitative Data Collection
Methodologies
- Interviews

- Observations

- Participant journals and self-records

- Case Studies

- Ethnography

- Phenomenology

- Archival

- Internet
Interviews

- Most-used tool for ANY qualitative research– Don’t use for quantifying: that is a statistical process

- Structured, semi-structured, or unstructured interactions between an interviewer asking primarily

open-ended questions and a respondent or informant providing unscripted answers

- How many interviews?

- Individuals’ perspective on a topic or phenomenon

 HOW MANY PEOPLE TO TALK TO
(SOURCE: GRIFFIN AND HAUSER 1993)
100%
90%
% of Total 80%
Needs 70%
60%
Identified 50%
40%
30%
20%
10%
0%
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
Number of People Interviewed
 Before you begin
Interviewing • Clearly outline information required

Tips
• Know your respondent
While you are at it
• Be careful how you start the interview
• Build rapport and trust
• Don’t give away study’s context and questions
• Pay attention
• The art of questioning
• Don’t ask whether someone wants ice cream
• No leading questions
• Probe and converse
• Capture actual behavior, experiences, and processes
• Dig for details
• Elicit stories

Eliminate your biases

 Interviewing Techniques
- Narratives and story telling
- First time
- Last time
- Best case
- Worst case
- Comparison
- 5 whys
- Laddering
- A day in the life
Activity
 Laddering

- Higher value abstractions and

underlying reasons
- From concrete to abstract
Projective Techniques
- Word Association

- Complete the sentence

- Third person technique

- Human or animal traits

Finish the following
sentence

- People who drive a Honda…

- Mercedes is a brand that…

- I saw a man coming out of a Hummer and he was…

Come up with personality traits or "human characteristics" for the villages as well as the cities
within in your area
Fruitzone India Ltd. (B)
You are invited to a party!
Harley Davidson
is throwing this party and
Nestle you are invited to it
Wildcraft

McDonalds

FedEx

Tommy Hilfiger

Tesla
 Take some time to imagine this party:

- How excited you are at the prospect of going to the party?

- Where is this party being held?
- How would you dress for this party?
- Who will you take along for this party?
- What sort of a party it is (e.g. dinner party, cocktail party, tea party, surprise party, costume party etc.)
- What is the mood in the party when you arrive?
- What else do you first notice upon entering?
- What different types of people are at the party?
- The sort of music being played?
- The conversations you can overhear?
- What is good about the party – and what isn’t?
- Who is enjoying the party who isn’t – and why?
 Take a day to put
together your
thoughts. You can
use…

- Words
- Pictures
- Music
- Description of party props
- And more

Go ahead… be creative
 Each group will go to
party thrown by any
one brand
Prepare a presentation of no longer
than 5 mins to share this party
experience with us and record your
presentations. You have till end of
this week for your submission
You are invited to a party!
Harley Davidson
is throwing this party and
Nestle you are invited to it
Wildcraft

McDonalds

FedEx

Tommy Hilfiger

Tesla
 Take some time to imagine this party:

- How excited you are at the prospect of going to the party?

- Where is this party being held?
- How would you dress for this party?
- Who will you take along for this party?
- What sort of a party it is (e.g. dinner party, cocktail party, tea party, surprise party, costume party etc.)
- What is the mood in the party when you arrive?
- What else do you first notice upon entering?
- What different types of people are at the party?
- The sort of music being played?
- The conversations you can overhear?
- What is good about the party – and what isn’t?
- Who is enjoying the party who isn’t – and why?
 Take 20 mins to put
together your
thoughts. You can
- Words use…
- Pictures
- Music
- Description of party props
- And more

Go ahead… be creative
 Each group will go to
party thrown by any
one brand

Prepare a presentation of no longer

than 3 mins to share this party
experience with us