Focus group refers to methods. Focus group - what is it? Focus group method

Focus group research consists of the following stages:

1. Defining the goals and objectives of the focus group study

The first thing to do when conducting research is to set a goal and define the objectives of the focus group study. The clearer and more specifically they are formulated, the more accurately the composition of the groups can be determined and the guide can be compiled more correctly.

The goals and objectives of marketing research are the result of joint work between the customer and the director. In other words, it is an intellectual product that combines the specific knowledge of the customer and the researcher.

The goal setting process involves getting answers to three basic questions:

• 1. What problem does the customer want to solve?
• 2. By what means can he solve it and what are the possible alternatives?
• 3. What information does he need to make a decision and take the necessary steps?

2. Development of working tools

Focus group working tools include:

• number of focus groups and location;
• composition of respondents and principles of their selection;
• guide for conducting focus groups (or “guide”) - a discussion script, usually containing a list of questions for discussion with instructions for the moderator on what to pay attention to during the discussion;
• if necessary, tested samples of advertising forms, packaging, brand marks, logos of appropriate quality and in sufficient quantity.

Number of focus c-groups is defined as follows: the number of groups should be increased until “the amount of new information received from each subsequent group will not decrease to such an extent that their further implementation becomes impractical.” As a rule, when studying one homogeneous population, four groups are sufficient, and the fourth is already partly a control group, since it basically repeats the opinions expressed in the previous three.

“The first focus group is inevitably a pilot group. Some experts recommend separating the first group into a separate stage, the results of which are discussed with the customer, after which the research program is finalized. Others do not single out the first group as an independent stage, but point out that from a substantive point of view it is rarely effective.”

Number of focus group participants usually ranges from 7 to 10 people. With fewer respondents, the group discussion will not be as dynamic as it should be; groups of 10 or more participants are considered too large, which is also unlikely to facilitate coherent conversation in a natural setting.

Composition of focus group participants depends on the topic being discussed and the specific objectives of the study. All participants must meet certain criteria. The composition of one group should be homogeneous in the sense that the participants have a common ground for discussion and feel free to discuss the topic. For example, if the topic of your research is the use of shampoos and you are interested in the opinions of both men and women, it would not be wise to group them together. Women and men have different attitudes towards the subject of research and will not feel free to talk about this topic. When it comes to music, it is unwise to combine young and old people in one group - it will be difficult for them to find a common language. At the same time, if a discussion of the problem of privatization is planned, it is quite acceptable to combine men and women in one group, since the difference in the attitude of men and women to the problem under discussion is not so great as to separate them into different groups.

Restrictions on participation in focus groups. There are several categories of people who should not take part in focus groups, no matter what the topic of discussion or what the guidelines for recruiting participants are. These include persons:

• familiar with the focus group procedure;
• familiar with each other or with the moderator;
• professionally familiar with the subject of discussion;
• whose professional activities are related to focus group research, marketing or advertising, as well as professional sociologists and psychologists.

Guide for conducting focus groups. A guide, or script for conducting focus group discussions, is a list of topics and questions that should be revealed during the discussion, as well as a description of the methods and techniques that will help “talk” people and provide the researcher with the necessary information.

It is an intermediate link between the goal formulated by the customer and the discussion itself. Its main function is to bring the original goal statement into a form suitable for discussion in groups. The implementation of this function includes the following main elements:

• The formulation of any problem begins with an explanation of what is given and what needs to be learned. Sometimes this is achieved by directly relaying to the group the main question posed by the customer. However, for marketing research, an indirect method of introducing the topic by establishing the contextual framework of the discussion is more typical;
• the list of questions for discussion should be compiled in a language understandable to respondents. It is known that there is a language barrier between producers and consumers, reflecting not only differences in erudition, but also different experiences and views that separate professionals from the most erudite respondents;
• The scenario for conducting focus groups is usually built on a two-level principle: large-scale topics and specific questions included in them. This structure is a certain processing by the researcher of the goals and questions formulated by the customer. The customer, as a rule, formulates a general goal and simultaneously asks a large number of specific questions. These questions must be related to the purpose, as well as the methodological capabilities of group discussions. A researcher who understands the logic and thinking style of the consumer better than the customer often includes additional questions, breaks down, enlarges or reformulates the customer’s questions, and also groups them into large headings to ensure smooth transitions from one topic to another;
• The script serves a very important reminder function, since in the tense atmosphere of the discussion, the moderator can easily miss some important point.

Group discussions may include watching videos, discussing storyboards, tasting food, drinks, and listening to audiotapes. All this should also be taken into account in the guide.

3. Drawing up filter questionnaires to select focus group participants

After a decision has been made about which groups will be held, it is necessary to draw up a filter questionnaire for selecting participants, which will contain all the characteristics of respondents and quotas for them.

The most commonly used criteria for selecting focus group respondents:

• knowledge and consumption of the product. It is logical that in most cases, researchers are interested in hearing the opinions of people who have experience in purchasing and consuming a product. When recruiting respondents according to this principle, it is advisable to ask questions regarding the rate of consumption of the product being studied, as well as knowledge of product brands;
• floor. For example, when studying the behavior of buyers of decorative cosmetics, focus groups should be conducted only with women, since they are the ones who purchase products in this category;
• age. Thus, when testing a new youth magazine, focus groups should be conducted with teenagers of the appropriate age, for example, from 12 to 16 years old;
• occupation. When studying the target audience of a new industry magazine, you should invite potential readers of this magazine - specialists working in this industry - to a focus group;
• income level. When studying the characteristics of the purchasing behavior of visitors to expensive grocery stores (ABC of Taste, Gourmet, etc.), it makes sense to talk with respondents with average and above average income, which can be measured by the respondent’s availability of real estate, expensive durable items, frequency and location vacations, etc.;
• respondents' place of residence. When researching the level of demand for a new fitness service in a certain administrative district of Moscow, it makes sense to invite respondents living there to a focus group;
• marital status and family composition. When studying the factors that shape the loyalty of buyers of educational toys for children, focus groups should include women with children under the age of 7 years.

When conducting focus groups with representatives of corporate consumers (Business to Business, or B2B market), other criteria for selecting respondents are used:

• profession, specialty;
• job title;
• participation in the procurement decision-making process;
• attitude towards a specific consumer, type of consumer (industry, field of activity).

Example 7. Assignment to the recruiter to select respondents for a focus group study dedicated to testing bank deposit concepts

• 1. All respondents currently own deposit products.
• 2. All respondents are clients of different banks (each group should have no more than two clients of the same bank).
• 3. All respondents must have creative thinking, be emotional and expressive, and be able to express their thoughts well.
• 4. All participants must not have taken part in group discussions or in-depth interviews within the past 6 months.
• 5. Participants who had previously participated in group discussions/in-depth interviews were not required to participate in more than one project.
• 6. Participants (as well as their relatives, friends and acquaintances) must not work (or have education or be involved in any way) in the following fields of activity: journalism, TV or radio broadcasting, public relations, marketing research, sociology, psychology, advertising case.
• 7. None of the respondents should know each other.

Example 8. Selection form for respondents for a focus group study dedicated to testing bank deposit concepts

Good afternoon My name is _. We do

research on the development of our bank's business. We would like to ask you a few questions. It will take literally a couple of minutes.

We hope that you will be interested in participating in this study.

• 1. Gender of participant:
• 1. Male.
• 2. Female.
• 2. Have you ever taken part in group discussions or in-depth interviews?
• 1. No /GO TO QUESTION No. 5/.
• 2. Yes.
• 3. How many times have you taken part in group discussions and in-depth interviews?
• 1. Once.
• 2. More than once /FINISH THE INTERVIEW/.
• 4. How long ago was this?
• 1. Less than half a year ago /FINISH

INTERVIEW/.

• 2. More than half a year ago.
• 5. How old are you?
• 1. Less than 35 years old /FINISH THE INTERVIEW/.
• 2. 35-45 years old.
• 3. 46~55 years old.
• 4. Over 55 years /FINISH THE INTERVIEW/.
• 6. What is your family's total monthly income? (Add up the income of each family member per month and name the amount).
• 7. Do you or any of your close friends or relatives work in one of the following areas of activity? Do you (any of your close friends, relatives, acquaintances) have education in the following areas?:
• 1. Journalism /FINISH THE INTERVIEW/.
• 2. TV or radio broadcasting /FINISH THE INTERVIEW/.
• 3. Public Relations /FINISH THE INTERVIEW/.
• 4. Marketing /FINISH THE INTERVIEW/.
• 5. Marketing research /FINISH THE INTERVIEW/.
• 6. Sociology /FINISH THE INTERVIEW/.
• 7. Psychology /FINISH THE INTERVIEW/.
• 8. Banking /FINISH THE INTERVIEW/.
• 9. Advertisement /END THE INTERVIEW/.
• 10. In none of the above areas.
• 8. Are you currently a Client of any bank?
• 1. Yes, I am.
• 2. No, I am not /END THE INTERVIEW/.
• 9. Are your savings currently deposited with any bank?
• 1. Yes.
• 2. No /END THE INTERVIEW/.

Recruitment of participants

The recruitment of focus group participants should be carried out by a recruiter - a company employee who knows how to come into contact with people and establish trusting relationships with them. According to certain criteria, the recruiter must find the right people. There are several ways to do this:

• use the “snowball” method (for example, look for respondents through friends of your friends who meet the necessary criteria);
• conduct a survey at points of sale using a screener, including questions that reveal the presence or absence of signs of selection of respondents in a person (this approach is advisable to use when researching markets for goods in constant demand - food, household chemicals, personal care products);
• use simple random selection by telephone followed by screening using a questionnaire (this approach is used for simple recruitment, when there are few signs of selection of respondents and they are simple);
• carry out selection from a pre-compiled database (for example, from a customer database provided by the customer);
• use banks of addresses and respondents that are available in an organization that regularly conducts public opinion polls.
• 5. Conducting focus group discussions

Effective conduct of a focus group largely depends on the professionalism of the moderator. He must be able to create a relaxed atmosphere in the group and convince group members that their statements will not be disclosed and they can speak completely freely. It is important to explain to respondents that there are no “right” and “wrong” answers, all their opinions are valuable and the main thing that is required of them is sincerity. The moderator must ensure that each group member has the opportunity to speak and thereby contribute to the discussion.

All moderators are faced with the problem of a group leader who interrupts everyone, speaks alone and is often not to the point. The first thing you can try is to take your eyes away from him and look at others. If this doesn't work, you need to very politely and kindly tell him something like: “That's very interesting, but let's hear what others think.” If this does not help, sometimes you have to switch to alternate questioning, which, however, should not be delayed under any circumstances. People should speak spontaneously, because if they have to wait a long time for their turn, they may change their mind about speaking or be influenced by the opinions of other participants. Interviewing people one by one leads to the fact that the very meaning of a focus group - group dynamics - is lost, and the opportunity to obtain spontaneous and in-depth reactions from respondents is lost.

Another important task of the moderator is to activate and include reticent respondents in the conversation. One of the most effective techniques for getting people to “talk” is to show that the moderator does not understand the issue well and ask the respondent to explain an issue to the moderator. Experience shows that people, as a rule, like to act as “explainers”; they like to think that they know something that others do not know.

Another common problem is the participation in a group of a so-called expert - a person who believes that he has special knowledge of the issue under discussion and understands it better than others. Such a person not only gives subjective reactions, but also suppresses other participants in the discussion with his authority. In this case, it is necessary to explain to the group that what is interesting is the opinion of an ordinary person who does not have any special knowledge of the issue under discussion.

Experience shows that many people tend to express some kind of average opinion, an opinion in general, and not their personal point of view. The moderator must convince respondents that it is their personal position and personal experience that are interesting and most useful.

Sometimes it happens that one point of view absolutely dominates in a discussion, and no one expresses an alternative opinion. The moderator needs to approach the issue from different angles, so sometimes he himself has to offer a different point of view for discussion, for example: “I heard that some people think this way, how do you feel about it?” or “But other people, on the contrary, told me that...” 6. Transcript of discussions

Groups are transcribed from video or audio tape. It is preferable for the moderator-researcher to transcribe the groups himself, because he remembers the very course of the discussion and a deeper penetration into the material will help him when compiling a report. Well-done transcripts are the basis for a good research report.

7. Preparation of a report on the research results

“The primary data for analysis and reporting are direct impressions of focus groups, handwritten notes and sometimes drawings made by respondents, audio and video recordings, written transcripts of discussions, exchanges of opinions with observers and the client. The main element of the analyzed data is, of course, written transcripts of discussions, on the basis of which grouping and analytical aggregation of data is carried out.”

A focus group research report typically consists of the following sections:

• 1. Goals and objectives of the study.
• 2. Research methodology - description of the number of groups, their composition, a brief description of the course of discussions, methods used, materials that were tested, etc.
• 3. Conclusions and recommendations.
• 4. The main text of the report, divided into sections, where each thesis put forward is supported by relevant quotations.

In addition to the report, other materials are usually provided, such as tape recordings of group discussions, videotapes of group discussions, transcripts - transcripts of group discussions in the form of dialogues indicating the authors of the statements, etc.

In groups of homogeneous structure, based on provisions and involving focused work of respondents under the guidance of a leader. In other words, a focus group is a focused group interview aimed at identifying among the participants their subjective perception of any objects or phenomena of reality during the discussion.

Such joint discussion is an integral attribute of any sociological focus group. It is with the help of collective communication and solving a problem situation that

Focus group in sociology. Features of selecting interview participants

A focus group usually consists of 6-8 respondents. This number of subjects is necessary to ensure that all participants are involved in the discussion of the intended research topic.

Focus group participants can be selected according to certain criteria (nationality, religion, level of education, age, etc.) or randomly (for example, using a telephone directory to achieve maximum validity). When selecting subjects, intra-group homogeneity is maintained, as it allows the participants to feel more relaxed and free. Recruitment of people for a focused interview is carried out using a preliminary questionnaire, observation or analysis of data available to researchers. Also, advertisements and announcements in the media can sometimes be used to attract respondents, but such selection may negatively affect the results of the study. Respondents attracted by an advertisement may pursue the goal of earning additional income.

The scenario for a group discussion is thought out in advance: questions, necessary methodological material, etc. are prepared. Conducting a focus group requires the participation of a qualified specialist - a psychologist (or an experienced sociologist) who is able to understand the real attitude of respondents to the material under discussion. The standard time allotted for discussing the two topics is 2 hours. To conduct an in-depth group interview, a room is prepared consisting of two soundproof rooms, between which there is one-way transparency glass (this is necessary so that observers record all the nuances during the discussion). Everything that happens during a group discussion is necessarily recorded on a video camera, and the data obtained is subsequently analyzed.

A focus group is a method of collecting information on a wide variety of topics.

The issues considered by the panelists can vary greatly - from the choice of pharmaceutical products to subjective preferences in any food products. In many issues, a focus group is indispensable: an example of a topic discussed in a discussion is the study of consumer attitudes towards a particular product brand or company. Often, the focused interview method is used to address intimate, sensitive issues (for example, a preferred method of contraception, a common medical condition, or financial issues). A focus group is an effective method of quickly obtaining truthful information about a wide variety of objects or phenomena in the surrounding world. Respondents express their thoughts in a free form, and their true attitude towards the object under discussion is clearly visible, including through non-verbal reactions. A focus group is a serious event that requires a professional approach to its implementation.

A focus group is a group of respondents, usually consisting of eight to ten people, brought together to discuss a topic in which each of them has some interest. The discussion can last up to two hours, although sometimes it may be necessary to work longer. (If, when creating a group, it is known that its work will take a long time, the group is called an “extended” group.) Focus group discussions are among the methods qualitative analysis, since the data obtained from their work cannot (in a statistical sense) be called representative of this specific population group.

While focus groups are widely used to study consumer issues, they are more difficult to apply to business research, especially when the group is made up of companies in the same industry. Typically, companies are reluctant to participate in such a group for fear that their competitors may obtain and later use the firm's proprietary information. However, groups work fine if they are recruited from non-competitive companies; in doing so, group members may discover that their business has many more common points than previously thought.

Factors on which the successful work of a focus group depends

Several factors influence the success of a focus group. These include: the correct selection of participants, the successful choice of a coordinator (also called a moderator), whose task is to direct the discussion in the right direction. The quality of the focus group’s work is also influenced by the comfortable environment and relevance of the topic related to consumer service problems.

Number of respondents

As with quantitative research, in the case of a focus group it is important to choose the right composition. It is necessary to recruit a representative sample from the audience that is the purpose of the study. Since the group usually recruits people living or working in a geographically limited area, it makes sense to gather such groups in different parts of the country, especially if there is a possibility of regional differences in consumer perception. In addition, it is important to calculate the dynamics of the group. Will a mixed group of men and women be effective? Imagine a situation where a man is more interested in impressing the female part of the group than in seriously discussing an issue. Light flirting can, of course, bring liveliness to the group, but some participants will be unhappy with it. In an age-mixed group, it may also be difficult to discuss certain topics due to the age-old generational conflict, such as whether to borrow money. Finally, it is important to consider cultural differences. In some countries, it is very difficult to get a respondent to make critical comments about the quality of a company's services (or products), simply because there public criticism is considered a sign of bad manners. In addition, representatives of some cultures consider it wrong (if not impossible) for a man to be appointed coordinator in a group of female respondents.

Focus group moderator

To the question: “How to make the work of a focus group easier?” - experts must answer. The work of most groups takes the form of a discussion built around a pre-agreed topic. The coordinator, who is also the moderator, must direct the discussion in such a way that all participants have the opportunity to express their opinions, and not allow one opinion to dominate the opinion of everyone in this group. The facilitator must ensure that sufficient time is allocated to each topic. In addition, the facilitator must listen carefully to what each group member says and how, while simultaneously trying to understand his feelings (or lack thereof) through body language. The facilitator may need to use some incentives or other aids to develop certain topics. Overall, this is not a task for beginners or the timid.

Room

A focus group can work in a specially equipped room. These days, the group most often meets in a room specially equipped for recording sound and image. Typically, these offices have rooms that can be refurbished to suit the group's goals. This can be recreated as a cozy living room with chairs and a sofa, coffee table, TV, etc., or it can be transformed into something similar to a boardroom, if research is carried out in the field of entrepreneurial activity. In any of these cases, the convenience of the respondents is a primary concern: the environment should not strain them or create any discomfort. After all, agreeing to participate in a focus group is an unusual event in most people's lives, and many feel all sorts of apprehension about it.

If organized well, the company will inform focus group participants in advance about the details of the upcoming session. It also provides meals, and some companies drive participants home after work. Typically, participants are paid a certain amount in compensation for their time.

Another extremely important element of a successful focus group is subject index. It represents a list of topics to be discussed and is used by the facilitator to guide the discussion in the right direction. To maintain interest among respondents, it is necessary to prepare for discussion issues that are important to any consumer. The discussion begins with a brief introduction to each of the participants, followed, as a rule, by a general discussion of the subject of the conversation, in which everyone can participate. This is extremely important as the facilitator must involve all participants in the discussion as early as possible. Still, a focus group session is not like a meeting of friends. These are strangers who have been brought together in a place completely unfamiliar to them, where they will do something they have never done before: have a discussion about a subject that they may not have thought about before. So, after the “ice is broken,” the discussion, in accordance with the thematic index, follows a certain pattern: from a light, superficial touch on the topic, to an increasingly deeper penetration into its various aspects.

How many groups?

One of the questions that none of the researchers can decide is how many groups should be organized. One group is usually not enough, since it is impossible to determine whether the assigned results are representative. However, if two groups were held, it may happen that both the content of the discussions and the conclusions reached at the end will differ. Then it is necessary to assemble a third group in the hope that the sum of “two against one” will provide reliable information sufficient to better fulfill the client’s requirements

However, if there is a need to analyze several different market segments at once, the number of focus groups can increase dramatically. Conducting too many groups is, firstly, expensive, and secondly, it is difficult for the coordinator (or, rather, coordinators) to collect all the data obtained. The author recalls one project that consisted of 32 focus groups scattered throughout the country. The project involved multiple facilitators, and clients were able to participate in multiple groups and attend interim weekly meetings as the project progressed. Of course, very significant results were obtained, but the size and scope of the project was at times simply exhausting for everyone involved.

Research among consumer companies, as a rule, does not require the organization of such forms as studying the opinions of individual consumers, for the reason that many companies have approximately the same structure and face the same problems, so normally a clear picture can be obtained from just three focus groups.

Client and focus group

In conclusion, I would like to mention another problem that market research firms sooner or later face - the enthusiasm that the research client sometimes shows when observing the work of the focus group, as well as his burning desire to receive “immediate feedback.” "

Focus group observation

The client often expresses a desire to be present during the focus group. For him, this is an opportunity to meet consumers face to face. The client can listen to the opinions of consumers about the services his company provides, and see their reaction to innovations that the company may have been developing over many months. However, there are some precautions that must be taken (for example, maintaining the anonymity of the respondent). Therefore, it is very important to carefully brief the client before attending a focus group about what is expected of him, what is required of him, and also about the dangers of “selective listening”.

"Selective Hearing"- this is a situation when an observer suddenly concentrates on some aspect of the discussion, perhaps unexpected for him, and begins to critically perceive everything said in the group. And another situation - the client hears only statements that are pleasant to him and completely ignores everything else said. This may be somewhat intriguing to the casual observer, but in reality such situations can seriously complicate the relationship between the client and the market research performer. How many times have market research organizations had to accept a client's complaint about the wrong selection of people in a focus group just because they criticized his product and praised a competitor's product?!

The customer and his desire to immediately receive an opinion on the results

Immediate reporting of results at the end of a group is something that all group moderators dread. After two hours of intense group work, the facilitator is asked to present impromptu results on the key issues of the discussion. Such a requirement does not allow the moderator time to think through all the information received, for example, in order to determine how different these results are from the results of the work of other groups that the facilitator himself or his colleagues have obtained while researching this topic. In the meantime, the client may have already drawn his own conclusions and insists on comparing them with the opinion of the coordinator. In some cases, the situation is complicated by differences in personality traits: those who conduct the research are most often of the “judge” type - this is a person who soberly weighs all the evidence and makes an informed decision; the client, rather, is a business person; he is used to making operational decisions based on incoming information. Therefore, there are situations when the client is extremely annoyed by the reluctance of the researchers to issue a conclusion on the results immediately upon completion of the work.

It is not always possible to draw conclusions from the results of one focus group, especially when it comes to new products and services. It is often necessary to gather several groups to better understand the motives of consumer behavior. In addition, it may be necessary to change the content or main purpose (focus) of a qualitative study if the primary results are difficult to interpret or raise new important questions that may need to be added to the questionnaire.

Case from practice

A large retail chain suffered losses due to a large number of eggs broken by customers on the sales floor. Employees at the store noticed that customers always took care to open the egg carton before placing it in their cart, apparently to check for any broken or slightly damaged eggs in the carton. Some customers dropped eggs or the entire package. To solve the problem, the packaging firm has developed a new range of clear egg containers for retailers. The administration of the retail chain decided to recruit a focus group of customers and conduct an analysis before testing a new type of packaging in the sales areas. (Because new packaging was more expensive than traditional cardboard boxes, in-store testing required large additional costs.)

At the start of the focus group, participants were very supportive of the new packaging as a smart and practical solution to the problem. However, when at the end of the work they were asked to disassemble the packages of eggs provided by the company (there was nowhere to store them), absolutely everyone chose not the new containers that they had just praised, but traditional cardboard boxes in which eggs are easier to transport. A representative of the company that ordered the study was faced with a legitimate question: what to believe - the words or deeds of the survey participants?

The client was advised that it was too early at this stage to draw conclusions from the behavior of one focus group without knowing how typical it would be for egg buyers. The client agreed to wait for the results of the survey in the remaining three groups scheduled for the next few days. It was also decided to start distributing boxes of eggs to focus group participants a little earlier, without waiting for the end of work. This would determine whether the problem was actually the perceived flimsiness of the packaging (the clear box seemed less durable than traditional cardboard packaging) or whether there were other factors at play.

Recording a focus group on video or audio

It has become common practice to video or audio record focus groups. This greatly facilitates the work of the group moderator, since in this case he can concentrate on his primary task - leading the discussion, and prepare a report later by watching or listening to the recordings. However, when organizing a recording of a discussion in a group, two conditions must be met. First, at the very beginning of the group's work, it is necessary to obtain consent to record all its participants. Second, caution should be exercised in reproducing records or sharing them with people not involved in the research. In the latter case, video materials create huge problems if the respondent does not want to be recognized in person. In this case, researchers must be very careful not to violate data protection laws that exist in many countries.

When not to use a focus group

We are talking about the following situations:

• if respondents are geographically distant from each other;
• if it is necessary to exclude the influence of other persons on the respondent’s answers (as happens in a focus group);
• if the goal is to collect statements about the personal experience of individuals;
• if it is necessary to obtain a lengthy statement from an individual respondent (in a focus group, each person is given no more than 10 minutes to make a statement, and the group itself works, on average, one and a half to two hours);
• if the purpose of the survey is to track the responses and behavior of individual respondents;
• if a sensitive topic is brought up for discussion, for example the level of a person’s well-being, issues of personal hygiene, his attitude towards drugs and alcohol.

In these cases it is more justified in-depth interview as a qualitative research method.

A focus group is a specific group of respondents, which consists of 8-10 people who come together to discuss a specific topic in which each of them is interested to one degree or another. The discussion can last up to two hours, but a situation often arises when you have to work an order of magnitude longer. It is worth noting that if it is known in advance that you will have to work for a longer time, then in this case the focus group is called extended. Discussions at such a meeting refer to technologies of qualitative analysis, since the information that is obtained as a result of the work of such specialists cannot be called representative for a certain group of people.

Why is it needed?

A focus group is a necessary part of modern marketing, which is actively used in a variety of areas of business. This group is being created so that its participants, in the process of a well-directed discussion, can express their own opinion on the topic of discussion, trying to reveal it from an individual point of view. In the process of studying such groups, a fairly wide range of opinions is revealed, for example, this may concern the level of customer satisfaction and consistency, perception of the level of service, identification of leaders in a particular area, as well as a number of other issues.

Also, a focus group is a good tool for understanding hidden motives and motives regarding the level of service. Consumers always have a wide variety of information from their own life experiences regarding high and low levels of service, and unlike most other topics, the consumer happily discusses this information with other people. Thus, a focus group is a fairly popular option for gaining insight into various aspects of the quality of public service, as well as the level of satisfaction and consistency on the part of consumers.

Focus group of competitors - is it realistic?

While the use of a focus group is often encountered in the process of studying various problems related to the opinion of customers, in order to explore problems in the structure of a business, it is much more difficult to use it, especially if the group is composed of representatives of companies that operate in a certain area . In the vast majority of cases, conducting a focus group is rarely of interest to company representatives due to the fear that competitors may obtain and subsequently use confidential information belonging to this company in one way or another. However, groups still function ideally if they are recruited from non-competitive companies, and at the same time, the participants themselves may realize that their businesses have much more common ground than they might have thought.

What determines the success of such a group?

A fairly large number of factors influence how successful a focus group will be, namely:

• Competent selection of participants.
• The right choice of a coordinator or, as he is also called in professional circles, a project moderator.
• Comfortable environment.
• Relevance of the topic under discussion.

How many respondents should be represented?

As with quantitative research, various types of focus groups require, first of all, a competent choice of its composition. It will be necessary to initially recruit a representative sample from the audience that represents the main purpose of the study. Since in the vast majority of cases the group usually consists of people who work or live permanently in a geographically limited area, it makes sense to gather such groups in different areas, especially if there are some regional characteristics in the consumer’s perception.

What problems might there be?

In addition, it will also be quite important to calculate the dynamics of the group. For example, how effective will a group be that includes both men and women? Imagine a situation where a man would be more interested in impressing the opposite sex instead of seriously discussing a specific company issue. Of course, this format often brings excitement to the group, but in fact other participants may be unhappy with this, and in principle it very often simply interferes with normal discussion of the issue.

Difficulties may also arise when types of focus groups are recruited from participants of mixed ages, as a generational conflict may end up being created. For example, this often happens when discussing issues such as whether to take out money on credit.

People's culture is one of the most important points

It is also imperative to take into account differences between cultures. In certain countries, it is quite difficult to force a respondent to sincerely express any critical remarks regarding the quality of the goods or services provided by a certain company, for the reason that there public criticism is one of the main signs of bad manners. It is for this reason that a focus group is a separate topic in psychology that receives close attention. Among other things, representatives of different cultures may consider it absolutely wrong for a man to be appointed as a coordinator in a group of female respondents.

Moderator

What focus group method should be used? This is a question for experts, because their main purpose is to make the work of the assembled people as easy as possible. In the vast majority of cases, the work of such groups is carried out in the format of a discussion, which is built around a topic that is agreed upon in advance. The group moderator must have specialized skills to direct the discussion in such a way that each participant has the opportunity to express his own opinion, and at the same time ensure that any opinion does not dominate the opinions of other people who are present in the group.

The moderator must carefully ensure that each individual topic is discussed over a period of time. Among other things, the coordinator must listen very carefully to what and how each member of the assembled group says, while at the same time trying to understand his state. The focus group moderator is a professional specialist who thoroughly understands the conduct of such events. The moderator may need to use certain stimuli or some other specialized means in order to develop specific topics. In other words, all this work must be done by a qualified specialist, since the focus group method is an extremely important and responsible undertaking that should not be managed by beginners, but by confident professionals.

Room

Often, conditions are created so that focus group marketing research is carried out in a specially equipped room. Today, the group often gathers in a room that initially specializes in sound recording and filming. Often, such offices have special rooms that can be completely refurbished in accordance with the goals pursued by the group.

In particular, for example, some companies often create a cozy living room environment with a sofa, chairs, TV, coffee table and other traditional interior elements. It will also be possible to transform the room into something similar to a meeting room if research is being carried out in the field of entrepreneurial activity. In any case, the primary task that the moderator sets for himself when leading a focus group is the type of room that should not be stressful for the participants, and also not create any discomfort for them. At the same time, we should not forget that agreeing to participate in a focus group is a rather extraordinary event in the lives of many people, so many feel various kinds of concerns about this.

What does this give?

If the initial focus group analysis is carried out correctly and everything is well organized, then the company will inform all participants in advance of various details that relate to the upcoming event. Among other things, food is provided, and some even prefer to take the participants home after the group has finished its work. Participants are often given a fee to compensate them for their time.

What to discuss?

Another important element is what exactly the focus group participants will discuss, or more precisely, the thematic index of this event. This includes a specific list of topics to be discussed and will subsequently be used to guide the discussion in a specific direction.

In order to maintain interest on the part of participants in the subject for which focus group research is being conducted, it is necessary to initially prepare for discussion those problems that are important to all consumers. Initially, the discussion begins with an introduction to each individual participant, after which the subject of the conversation is discussed directly, and absolutely everyone participates in this discussion. This is extremely important, since the moderator must involve each participant in the subject of discussion as early as possible.

Still, the very format of such an event is a kind of meeting of friends, but these are strangers who have been gathered in a place unfamiliar to them, where they are doing something that they have never even done before - they are having a productive discussion regarding the subject. which they may not have even thought about before.

How does the presenter behave?

Leading a focus group discussion is a responsible specialization, and the person who carries out this work must initially destroy the complexes of each of the participants. And after he succeeds, he must, in accordance with the thematic index, conduct the conversation according to a special scheme: starting from a superficial acquaintance with the topic and ending with the deepest penetration into all its aspects.

Need results now

Immediately presenting the results after the group has finished working is something that any moderator often fears. After several hours of hard work have been carried out, the group facilitator is asked to immediately provide results on the main issues of the discussion. This requirement simply does not allow the moderator to reflect on the information received, for example, in order to understand how the results differ from those obtained by other groups in the process of researching a given topic. At the same time, the client has already drawn his own conclusions, and now insists that the moderator lay out his own, and he can compare them.

It often happens that the situation is complicated due to the personal characteristics of those people who are conducting the research. Still, a focus group in sociology is far from the same as in marketing, so specialists, each of whom understands their own particular field, may conflict with each other.

Is it correct?

In fact, it is not always possible to draw conclusions based on the results of a specific focus group, especially if it concerns some new services or products. In the vast majority of cases, it is necessary to gather several groups at the same time in order to finally understand why consumers behave in one way or another, because a focus group in marketing is a universal tool that should cover everyone.

In addition, it often happens that it is necessary to change the content or the main purpose of the study if the initially obtained results cannot be interpreted normally or only generate more questions that will probably need to be added to the questionnaire.

Focus group research is the most common qualitative method of collecting information. The term “focus group” is an abbreviation for the concept of “focused interview”, proposed by R. Merton, M. Fiske and P. Kendall in 1946. Subsequently, representatives of various sociological schools interpreted the features of this method differently. However, some approaches and principles followed by those who use it remain stable. According to T. Greenbaum, the author of a popular textbook on focus groups in the West, research of this type includes four common elements:

1. Involvement of several respondents collected in one place.
2. Interaction of participants. Whereas in many other types of research, any discussion between participants is considered to skew the purity of responses, in focus group sessions subjects are encouraged to interact with each other.
3. The entire discussion is carried out by a professional moderator. He directs the flow of the group discussion in accordance with the goals set at the preliminary stage.
4. When conducting focus groups, a script is used. While quantitative research uses a complete, formalized, structured toolkit to collect information, a guide usually takes the form of a relatively unfinished guide. Its main purpose is to focus the problem, to tune in to a specific topic. At the same time, it should provide an opportunity for spontaneous statements by participants and ensure group dynamics.

Another feature is that in its purpose this type of research differs from other group methods, for example, from the Delphi method, “brainstorming”. The latter are formed from experts and are focused on developing recommendations and agreed upon decisions. Focus groups are intended for something else: identifying the range of opinions on the problem under study, searching for an explanation of people’s behavior in certain areas.

The effectiveness of focus groups is determined by the fact that most people feel comfortable being involved in the discussion as part of a group. When implemented correctly, the method provides better opportunities for obtaining in-depth information than through individual interviews. At the same time, group dynamics makes it possible to determine the significance of such a phenomenon as group influence.

The success of a focus group study depends on many organizational and methodological factors. Let's highlight the most important of them.

Preparing focus groups. This stage is very much the same as what sociologists do when using quantitative methods. A program is being prepared, including the formulation and justification of the problem, the definition of goals and objectives, the object and subject of research. There are significant differences in other aspects. For example, hypotheses are put forward only in rough form, and then, during the course of research, they are refined. This is done so that pre-formulated hypotheses do not predetermine the process of understanding the problem. For example, people's purchasing decisions involve both personal needs and situational variables. More often than not, especially when it comes to new products, we are faced with a continuum rather than a clear-cut dichotomy - which is why traditional hypotheses don't "work." As information is collected and the problem is mastered, research assumptions become complete. This makes it possible to clearly define what should be used as the basis for market segmentation.

Determining the number, size and composition of focus groups is of great importance. As is known, this method does not involve the use of sampling, since its purpose is to describe and understand the phenomenon, and not to extrapolate conclusions to large social communities. Focus groups are formed on the basis of indicators of the socio-demographic status of participants and indicators characterizing their consumer, electoral or other types of behavior. These requirements are especially important because errors in group definitions will adversely affect the results of the study. It may happen that a good concept for a new product or a new advertising idea will be unreasonably rejected because the participants do not represent a population that is interested in or has the necessary knowledge of the substance of the subject under discussion. Experience shows that one should not spare time to carefully consider the composition of participants; it is necessary to discuss which social strata should become consumers of products, and first of all work with them.

Thus, the basic rule when selecting respondents is to identify social types that are promising for the target market of goods or services. For example, if a campaign is developing a new product concept for decaffeinated coffee, the survey respondents should include coffee consumers and, if circumstances permit, people interested in the new product. Examples of this kind can be continued. For example, if the task of the study is to determine the viability of certain ideas in the election struggle, then to ensure correct results it is necessary to involve representatives of both various social groups and real and potential supporters of the candidate or party.

The most important principle in the formation of groups is to ensure uniformity and homogeneity of the composition of the groups. If this rule is not followed, the dynamics of the group can be significantly inhibited. For example, the pattern of participation in discussions between men and women differs significantly in mixed groups and in groups separated by gender. This is due to the fact that some people are very sensitive to the reactions of people of the opposite sex and therefore often say something that is not what they really feel. It also happens that the presence of women encourages some men to speak with greater aplomb (the so-called “peacock effect”), which sometimes irritates the participants. Of course, the topic of discussion is of great importance. Therefore, it is hardly advisable to include men and women in one group interview devoted to beer consumption, or, for example, toiletries and detergents. At the same time, experience shows that division does not make sense when professional problems are discussed. Women, no matter what field they work in, speak out without regard for their colleagues of the opposite sex.

The requirement for differentiation also applies to other socio-demographic characteristics: age, education, level of well-being, etc. For example, people with higher education, as a rule, clearly state their position and, as a result, can dominate the discussion, therefore, when it comes to discussion features of the advertising campaign, it is advisable to separate respondents depending on their level of education.

At the same time, the criteria for selecting discussion participants should not be too specific, since too high costs may arise due to excessively high recruitment requirements. At the same time, we note once again that the subject of discussion is of decisive importance; it is it that acts as the main differentiating factor.

When recruiting groups, quite often it becomes necessary to exclude certain individuals from the composition. It is clear that the researcher should strive to minimize the influence of factors that negatively affect the atmosphere of discussion. Therefore, it is necessary to weed out those whose participation may adversely affect the nature of the discussion. These include the following categories:

Individuals who have recently participated in focus groups. The main requirement for inclusion in the group is that respondents have not previously taken part in similar studies for at least six months. This is done in order to cut off “professional” respondents, i.e. those who, out of a desire to earn extra money or for fun, are ready to take part in groups several times a month. The problem is that these respondents, by the very fact of their frequent presence in groups, can become familiar with the techniques of conducting meetings and make attempts to manipulate their progress. In addition, they can also be expected to give “desirable” answers, in their opinion.

Persons associated with advertising and marketing research. The undesirability of their participation is due to the fact that they may be biased in their conclusions; in addition, it cannot be ruled out that in some cases they may violate confidentiality and communicate research ideas to competitors.

Persons associated with the industry under study. If a product or service is being researched, people employed in the relevant industry and their close relatives should be excluded from participation. After all, their opinion may be biased due to the fact that they know the specifics of the production of these goods and services and have access to special information, so their consumer behavior will be atypical.

Persons who know each other or the moderator well. The requirement not to invite friends to a group interview is based on the fear that the relationship between them may change the interaction process in the group. When people have already developed some pattern of relationships, then there is a possibility that they will play the same roles in the group discussion, which will undoubtedly distort the dynamics of the discussion. This also fully applies to the situation when the moderator and one of the respondents know each other well.

There are no generally accepted criteria for determining the size of an ideal focus group. However, most experts in this field believe that the optimal group size is 8-10 people. It is this number, on the one hand, that ensures diversity of views and benefits of interaction, and on the other hand, does not interfere with the full participation of each group member in the discussion. If there are more than 10 people, then it is very difficult for the moderator to control the progress of the discussion, direct the discussion in the right direction, and stimulate effective group interaction. As a result, a study designed as a focus group becomes a question-and-answer session between the moderator and participants. Participation of less than 8 people is also unproductive. First, in almost every group there is at least one member who tries to talk too much without being relevant, and another member who is too shy or afraid. Therefore, if problems are discussed with less than 8 people, then the actual number of participants will be small (perhaps 4-5 respondents). Second, participants in small groups tend, seemingly unconsciously, to act as experts rather than as average, typical consumers reporting their personal experiences. Therefore, it is extremely important to ensure that each participant understands that he is participating in the study as a consumer of the product and that his own opinion is most important.

There are, however, some circumstances in which mini-groups may be appropriate. For example, if there are a small number of eligible respondents who need to be brought together for interaction, or if the meeting agenda is limited and it is not possible to include the required number of participants. In these cases, fewer than 5-6 respondents may be recruited due to the fact that a group interview can be conducted at lower costs and with greater effect than a series of individual ones.

One of the most important questions that arises when planning a qualitative study is in which geographic locations to conduct groups. This is an important factor both in determining the number of groups and in calculating project costs. The purpose of conducting focus groups in multiple locations is to ensure that the findings are not representative of a particular local community. For the same reasons that we must represent different sociodemographic strata in a study, regional dispersion is a reliable control or safety net that helps increase group diversity. It must be remembered that in qualitative research, systematic comparison of data by geographical factor is usually not carried out, since even if it is carried out at several points, it still cannot represent the entire country or economic region. Even if regional features do manifest themselves, they should still be taken with caution, as a possibility, but not as a proven fact. A similar caveat applies to any variables, including gender and income.

Only where reliable statistical or sociological indicators strongly suggest that geographic location is a significant difference factor is it appropriate to attempt comparisons. For example, it is quite obvious that the course and features of focus group meetings devoted to environmental problems, nuclear safety and Russian-Ukrainian relations will be completely different in two cities of the Rostov region - Taganrog and Volgodonsk, since the relevance of these issues for their residents is significantly different . Thus, it seems appropriate to view geographic representation as an additional means of achieving diversity rather than as a tool for systematic comparison.

An important problem is determining the number of groups. Of course, financial constraints are taken into account, but there are no objective standards by which to measure the adequacy of qualitative methods. Therefore, the researcher relies heavily on experience, opinion, and intuition when deciding on the number of groups. This factor depends on the number of variables we would like to analyze. If the role of age, gender, and income is to be compared, a significant number of groups is needed. However, as experience shows, in this case the impact of each subsequent meeting decreases. Experts believe that most problems can be addressed in 6-8 groups. It is not recommended to hold more than ten meetings on one issue, because additional groups rarely contribute anything new. In addition, the cost and time required for such studies tend to reduce some of the benefits of qualitative research without making the results statistically more reliable.

A key element in preparing focus groups is drawing up a plan and script for the meeting. In sociological practice, its other names are also used: guidebook, guide, questionnaire. The last term does not seem appropriate, as it reduces the significance of this document. Its purpose is twofold. On the one hand, it acts as a formal means of relations with the customer, capturing the understanding of the subject to be discussed in this group and the priorities in accordance with which this should be done. On the other hand, the script absorbs all the content and organizational aspects.

Most moderators conduct a group meeting for 1.5-2 hours, and, accordingly, the script takes 3-4 pages. Ideally, it should contain 7 main components:

1. Statement of the objectives of this meeting.
2. Determining the composition of the group.
3. The script should be accompanied by a short introduction. Usually includes an announcement of the discussion topic, rules of conduct, instructions to participants, etc.
4. Initial stage. Getting to know each respondent and indicating the general contours of the problem.
5. Discussion of the main subject. Topics related to the product or concept being examined should be identified that the moderator should cover. For example, if at a meeting the attitude towards a certain type of beer is determined, then this part of the scenario should begin with a discussion of beer consumption by the participants in general: how often, where, in what circumstances, what varieties are usually preferred, etc.
6. Specific discussion. This part of the script should contain a list of specific issues and aspects about which the customer wants to receive detailed information. Transition from general questions to specific ones.
7. The final part. May include a review of the positions expressed, additional sounding of opinions on certain topics. Expressing gratitude for the work.

In addition to the above plan elements, two more must be included:

1. Distribution of discussion time. Notes should be included regarding the time allocated for each part of the meeting.
2. Use of incentives. In this context, they are understood as means to enhance discussion and demonstrate points of view. This could be commercials, advertised products, product samples and packaging, concept statements, slogans, etc. Sometimes participants are asked to create collages from photographs that correspond to the image of the product, and variations of its names are played.

Depending on the skill of the moderator and the characteristics of the discussion, it is possible to adjust the script and make changes to it during the course of the discussion. The main thing is to ensure group dynamics, to create an atmosphere in which each participant can speak freely and spontaneously.

And finally, an important part of preparing for a focus group meeting is technical equipment. This requires a suitable room, preferably with a round or oval-shaped table. A room with a one-way mirror screen behind which observers can be present is ideal. Another option is to organize remote video surveillance, i.e. TV broadcast to the next room. In all cases, video and audio recording of the discussion is made. In addition, stationery is needed to complete tests and assignments that may occur during the meeting, soft drinks and light snacks for participants, and video equipment for showing videos.

When conducting focus groups, organizational problems are primarily solved:

Monitoring the attendance of pre-invited respondents;

They fill out a filter questionnaire, filtering out unwanted participants. Therefore, traditionally more people are recruited than are necessary for the meeting;

Preparation of signs with the names of participants;

Placement of respondents in the discussion room.

Next, the moderator, the key figure in the focus group meeting, comes into his own. The literal translation of this word: regulating, moderating. There were attempts to find an adequate Russian concept, for example, “chairman”, “leading”, but they did not take hold because they do not reflect the specifics of the activity. After all, in a focus group, the moderator should not act as a “boss” or leader of the discussion, but be the one who facilitates its progress. Typically, an experienced moderator balances between active participation and passive observation.

Let us highlight some characteristics of a moderator. He must have high communication skills, quickly achieve mutual understanding with respondents, be able to listen to them, clearly navigate during the discussion, be receptive, and have a good memory. He must be well versed in the topic being discussed, but not appear all-knowing - otherwise the participants will perceive him as an expert. His awareness should not seriously exceed the boundaries of knowledge possessed by the respondents. In this regard, we emphasize once again that the point of focus group research is to allow the customer to look at their product or concept through the eyes of a typical consumer.

It is believed that a skilled moderator should keep the following questions in mind during the discussion:

What else should I ask to understand why he (she) thinks this way?

Have I heard everything to analyze the problem and evaluate it objectively based on the research objectives?

What do participants do on a daily basis? What should I learn about their consumer preferences, attitudes, behavior?

How to get to the real feelings of respondents hiding behind intellectuality and rationality?

The moderator needs to find the style that best suits him. This can be a serious demeanor or, conversely, cheerful and relaxed. There are, however, a number of unacceptable moderating styles that can compromise the work of the moderator and reduce the quality of the study. These include the following types of moderators: authoritarian, intimidating, poor listener, comedian, confused, permissive etc. The group process presupposes some hierarchical organization. If all group members contribute to the discussion, it will settle within the first 15-20 minutes. The consequence is the differentiation of respondents into the roles that they play and, accordingly, are perceived by others. If this does not happen, then each group member will speak primarily to the moderator and answer only his questions. The most important factor in the functioning of focus groups - collective sociodynamics, group interaction - disappears.

Typically, the most common positions of respondents are identified:

- "Moderator's ally" is someone who tries to protect the moderator from verbal attacks and acts as a moderating role model for other group members.

- Restrained participants. Usually constitute the majority among the participants. Due to their upbringing or individual qualities, they try not to come to the fore.

- Shy. They are characterized by uncertainty and tend not to participate in discussions because they are afraid to express the “wrong” opinion.

2. Destructive roles.

- "Alternative leader" strives to take a central role, competes with the moderator.

- "Antagonist" expresses a critical point of view on any issue discussed. A distinction is made between the “rational antagonist” (demonstrates a negative attitude in a restrained and reasoned manner) and the “intimidating antagonist” (challenges the leader by asking him difficult questions that go beyond the scope of necessary knowledge or challenge the very feasibility and legitimacy of the research).

- "Broadcaster" confronts the moderator, wrapping his thoughts in abstractions and vague generalizations, most often unsuccessful. Usually he illustrates his point by referring to his experience or to earlier times, i.e. his arguments have virtually no relevance to the issues under discussion.

- "Dominator" very persistent, prone to making long speeches and being the first. Its purpose is to present itself, not to interact with others. If he is not restrained, he will spend a disproportionate amount of time on his speeches.

- "Clarifier" differs in that it is not able to generalize simple circumstances related to everyday life and requires constant clarification of questions and tasks.

- "The Whisperer" constantly distracts other participants with conversations. Although such behavior is not necessarily hostile, it can nevertheless be quite harmful to the group.

We emphasize that some participants can play more than one role at the same time, much depends on the circumstances of the discussion created by the moderator.

To create the necessary atmosphere and stimulate sociodynamics, there are many methodological techniques aimed at neutralizing “antagonists” and “dominators”, activating passive participants, focusing discussion, etc. All this requires additional detailed consideration.

Documentation of the results of focus group meetings.

Although observers representing the customer are usually present at discussions and are often ready to make management decisions under their impression, careful analysis remains crucial in qualitative research.

Basic analysis scheme: primary data - formation of statements - explanation. At the first stage, audio recordings are deciphered, a transcript is prepared, and the video recording is analyzed (and the study of non-verbal reactions of respondents is of great importance). Next, the collected material is aggregated and the most significant categories are selected that characterize the course of discussion in all discussions held on the issue. And finally, the results obtained are interpreted and summarized, conclusions and recommendations are made.

In the practice of focus group research, there are three main types of report:

1) Oral report. It is intended for dialogue with the customer at the final stage of the study and serves as a means of explaining the results. When presenting this type of report, slides with the most important conclusions and diagrams are used for ease of perception. It is advisable to use fragments of video recordings with illustrative episodes of discussion.

2) Brief report in written form. Summarizes the most important results.

3) Full detailed report. Includes the following parts:

1. Introduction.
2. Goals and objectives of the study.
3. Brief description of ways to obtain information. Criteria for selecting respondents, venues and number of groups.
4. Description of the communities, opinions and attitudes being studied. Illustrative quotes from the transcript are provided.
5. Results and main conclusions.
6. Recommendations and suggestions for next steps.
7. Application. Contains a script, a filter questionnaire, and stimulating material.

Examples

1. A typical example of the effective use of focus group results.

University leaders in Minnesota (USA) were concerned that the number of graduates from rural schools from that state who wanted to study with them and preferred educational institutions in other places had noticeably decreased. A series of focus groups with potential students showed that the university's advertising campaign was wrong. In accordance with established standards, brochures, prospectuses and other materials spoke about the huge educational buildings, millions of books in the library, thousands of students, and a large number of faculties and departments. As a result, people from rural areas perceived the university as large and impersonal, they believed that they would get lost in the mass of students and therefore focused on small universities and colleges in other states. Based on the results of focus group research, new special brochures were created, which emphasized the friendly atmosphere on campuses, the attention and willingness to cooperate of teachers and administration representatives, and the opportunity to create fraternities and associations with students from rural communities. As a result, the flow of rural school graduates has increased again.

2. A. Goldman and S. MacDonald, in their textbook on focus group techniques, give an example showing the difference in the specifics of quantitative and qualitative methods.

A. Quantitative research. Survey results.

Question: What do you prefer - apple pie or chocolate muffin (% of respondents)? Apple pie - 26%. Chocolate cupcake - 22%. Both - 43%. I find it difficult to answer - 9%.

B. Qualitative research. Focus group discussion.

Question: What do you prefer - apple pie or chocolate cupcake?

Answer: I don't know. I love both.

Question: Okay, if you have to take one thing, what would it be? Think about it.

Answer: Of course, the pies are different. If I have the opportunity to have my mother's apple pie, I will choose it over any chocolate cupcake. If you need to take some kind of apple pie, then I don’t know for sure.

Question: What else might your choice depend on?

Answer: For example, it depends on what I eat for lunch. If I'm having a full lunch, I think I'll have apple pie. Apple pie is a big delicacy in my family. But if I ate something light for lunch, like fish, then it’s better to take a muffin. If it's cold, I won't turn down a chocolate cupcake.

Application. Basic Concepts

Qualitative methods- methods that involve obtaining in-depth answers. They are aimed not so much at fixing the quantitative parameters of the phenomena being studied, but at understanding their quality. Often these methods are defined as “soft”, as opposed to “hard”, quantitative ones.

Case study(case study) is a qualitative method aimed at studying a separate community, a unique object in the totality of its interrelations. Literal translation: “case study.” The term may have come from judicial practice, where a case is a trial. The object is most often a closed community, difficult to analyze by other methods.

Moderator(literal translation: moderating, regulating) - a specialist conducting a focus group. Regulates the flow of discussion and promotes group interaction.

Narrative interview(narrative - story, narration) - is a free narration about the life of the respondent without interference from the interviewer.

Non-standardized (non-formalized) interview- a type of interview that does not meet the requirement of comparability of questions and answers; the respondent is not a statistical accounting unit. In contrast to a standardized (formalized) interview, this type of interview does not imply the presence of strictly formulated questions, their order, etc.

Guide(synonyms: script, guide, discussion plan) - a research document that describes all the essential elements of the upcoming focus group.

Focus group- a qualitative method of collecting sociological information in homogeneous groups, with a discussion focus, with the participation of a facilitator, based on the principles of group dynamics.

Focused interview- a type of interview focused on a specific problem. The subject of study is the subjective experiences and perceptions of the respondent. Most often it is non-standardized or semi-standardized.

Literature

1. Belanovsky S.A. Focus group method. M., 1996.
2. Belanovsky S.A. Methods and techniques of focused interview: Educational manual. M., 1993.
3. Grigoriev S.I., Rostov Yu.E. The beginnings of modern sociology: Textbook. M., 1999.
4. Dmitrieva E.I. Focus group method: problems of preparation, conduct, analysis // Socis. 1999. No. 8. P. 133-138.
5. Dmitrieva E.V. Focus groups in marketing and sociology. M., 1998.
6. Fundamentals of Applied Sociology / Ed. M.N. Gorshkova and F.E. Sheregi. M., 1996.
7. Yadov V.A. Strategy of sociological research. Description, explanation, understanding of social reality. M., 2000.

Yu.S. Kolesnikov. Applied sociology.- R.n.D, 2001