It Starts with a Question

GOAL: Learn focus group and survey methodology.

TASK: You will be randomly split into groups. Each group will be responsible for the Focus Group discussion. Once the focus group assignment is completed, everyone will be responsible for the Survey data collection.

RESEARCH PHENOMENON QUESTIONS:

What are the student programs at City Tech that help retain or support student success and well-being? How do students find out about these programs? What programs are lacking at City Tech?

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Focus groups typically have on average 8-10 participants. “Focus groups are a form of qualitative research that is used most often in product marketing and marketing research. During a focus group, a group of individuals – usually 6-12 people – is brought together in a room to engage in a guided discussion of some topic”.

Focus groups are also used frequently in the early stages of political campaigns for President or other high offices to gauge voters’ viewpoints on a variety of issues. The information gathered is often used in shaping campaign issues.

PART 1:

Let’s say that you are thinking of introducing a new product to the marketplace. You either invented something brand new or made a change to an existing product and you want to get some feedback on the product before you invest a great deal of time and money manufacturing it.

Please pick one person in your group to be the Moderator. The Moderator will lead the discussion using the Moderator Guide below. Select one person as note taker or, you may record the session and transcribe the session later for analysis. The Moderator Guide below is to be used for the focus group discussion.