研究方法-中央大學管理學院.ppt

Group interviews involve a single interviewer with more than one research participant. They vary widely in size. Mini-groups involve 2-6 people. Small groups usually include 6-10 people and are generally the most used. Supergroups include up to 20 people. The focus group is a type of small group (6-10). It is discussed further on other slides. Dyads are frequently used when the special nature of the relationship is needed to stimulate frank discussion on a sensitive topic. Group interaction is desirable but time constraints still limit extracting detail from each participant. It is also difficult to recruit, arrange, and coordinate group discussions. The skilled researcher helps the sponsor determine an appropriate number of group interviews to conduct. This slide lists the considerations affecting the number of group interviews. The following guidelines apply. The broader the issue(s), the more groups needed. The larger the number of distinct market segments of interest, the more groups needed. The larger the number of desired new ideas, the more groups needed. The greater the level of detail desired, the more groups needed. The greater the influence of ethnic and geographic differences, the more groups needed. The less homogeneity, the more groups needed. The general rule is that one should keep conducting focus groups until no new insights are gained. The focus group is a panel of people (usually 6-10 people), led by a trained moderator, who meet for 90 minutes to 2 hours. The facilitator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences. The term focus group was first coined by R.K. Merton in his 1956 book, The Focused Interview. Focus groups can be conducted using various modes. Telephone focus groups are effective when it is difficult to recruit the desired participants, when target group members are rare, when issues are sensitive, and when one needs national representation with a few groups.