Focus Group Training焦点小组培训.pptVIP

* Leading versus closed-ended versus open-ended probes If someone says “I rarely visit the museum”, what should you ask next? Leading probe: “Is it because the museum is too expensive?” Closed-ended probe: “How much does cost influence your decision to attend or not attend the museum?” Open-ended probe: “What keeps you from visiting more often?” or simply “How come?” * Even though there is a separate note-taker, the person asking the questions should also take notes during the discussion. Write down participant statements that you would like to learn more about. Also be sure to note participant statements that connect to other questions on the protocol. This way, you can refer back to those statements later on. If the participants mention that they wished the museum had a program like X or Y, wait until the end of the focus group discussion to tell the participants about this program. * * Taking notes There should be a designated note-taker, who is different from the focus group leader. You should do this even if you are audio-recording the focus group. You never know what might go wrong with different technologies. It is important to note who said what in the focus group. This will help us during data analysis to determine if a particular point is mentioned by multiple participants, or just by one participant over and over again. Develop a key of the individuals Make a map when people first introduce themselves and develop a short-hand for how you will note who they are in your notes. You could use initials or even shirt color. Write down exact words and phrases Try not to paraphrase if at all possible Do not translate into the third person. Do not write: “She said that she wanted to have more hands-on activities”. Instead, record “Sherry: I want more hands-on activities” Try to write down everything that is discussed. Your hands should be moving at all times! Notes can either be handwritten and re-typed, or typed directly into a laptop – whatever