Online Surveys and Focus Groups: A Comparative Analysis, Lecture notes of Social Statistics and Data Analysis

Download Online Surveys and Focus Groups: A Comparative Analysis and more Lecture notes Social Statistics and Data Analysis in PDF only on Docsity!

Online Surveys:

 E-mail surveys sent via e-mail; Web

surveys direct respondents to website.

 E-mail surveys (smaller, homogenous

groups); Web surveys (larger,

heterogenous groups).

E-mail surveys

 Embedded e-mail surveys include questions in body of e-mail. Respondents reply with simple notations; Open-ended questions ask respondent to type answer.

 Attached questionnaires arrive with e-mail. Respondents have option of returning attachment in subsequent e-mail, or printing attachment out & returning by fax or ground- mail.

Overview of Focus Groups

 Groups are common (e.g., brainstorming, planning, learning, partying, etc).

 Can be enjoyable & useful; or boring, unproductive & time-wasting.

 Focus groups a special kind of group…and major social research method.

Why do focus groups work?

 The ability (and willingness) for self- disclosure varies.

 People more likely to self-disclose (reveal “private self” when they feel comfortable & when environment is permissive & nonjudgemental!

 Examples: travelling, class reunions, counseling or therapy, parties.

More on why focus groups work?

 People self-disclose in groups comprised of others who are similar.

 Select participants with something in common & tell them the thing in common!

 Moderators encourage range of comments , avoid making judgments & body language that communicate approval/disapproval****.

 Locations comfortable for participants.

 Often called “small group discussions”.

 Range of opinions & ideas.

 Compare data from 3+ groups.

 Data generated in a natural “social” environment.

 Questions carefully planned, phrased, sequenced

 Easy to understand, logical, open-ended.

 Question Route…general to specific.

 Early questions get people talking & thinking.

 Later questions provide more useful information.

 Understanding feelings, comments, & thoughts.

When not to use Focus Group Interviews….

 Group consensus.

 Information should not be shared in a group.

 Statistical estimates/projections.

 Environment is emotionally charged & polarized.

 Other methods can produce better information.

 Other methods can produce the same quality information at less cost.

Identifying Information-Rich Participants….

 Given research purpose, what are characteristics of “ideal” participants.

 What is your “target” market or audience?

 Who is likely to have most insight about research topic? Give the best information?

 Sometimes different types of people will need to be interviewed in focus groups.

Developing a Questioning Route

 Series of questions used is the Questioning Route****.

 2 hour focus group should include about 12 questions.

 Questions must achieve purpose of study & be compatible with small group dynamics.

Qualities of Good Questions…

 Conversational.

 Use words participants use.

 Are easy to say.

 Are clear.

 Are usually short…or at least not long.

 Typically open-ended.

 One-dimensional

 Clear directions if necessary.

A Good Questioning Route

 Focus groups employ different types of questions…each type has distinct purpose.

 5 Basic Question Types: Opening,

Introductory, Transition, Key,

Ending.

Opening Questions

 Goal is to get people talking & make them comfortable. Ask everyone by going one by one around table.

 Easy to answer quickly….ask for facts rather than opinions or attitudes.

 Avoid asking about things which translate into power, status, expertise differences (e.g., age, occupation, education).