Focus Group Discussion
Focus Group Discussion is the best way to get the information from people from similar background or experience to discuss a specific topic of interest. The group is being mediated by a moderator or facilitator who introduces the topic and helps the people to stick to the topic and bring about the healthy discussion to get information about the mindset of people.In a business, during marketing plan or in marketing research, a Focus Group Discussion is necessary as it helps the company to learn about valuable information about customers attitude and their perception and the product or services they wanted.
The Focus Group Discussion is a qualitative research method which may consist of 10 to 12 person and it may last up to 45 minutes, too long discussion or many people may create chaos and it became difficult to keep a record of the discussion. It is a way better than surveying as survey could convey what people think, but focus group discussion covers why people thought like that.
The main objective of Focus Group Discussion should be planned carefully keeping in mind the agenda and planning and how to record the session. The most important element of Focus Group Discussion is facilitation, the facilitator should ensure even participation, careful wording and neutral attitude during the discussion and after discussions summarising the session to reflect the opinion evenly. Focus Group Discussion could even be done online Breaking the barrier of distance, as we must have seen during prime time.
Key learnings from Focus Group Discussion:-
1. Give information on how the group of people thinks about a particular topic.
2. Greater insight into why certain opinion is held by people.
3. improve planning and design of the new programme.
4. Provide a means of evaluating existing program.
5. provide insight into developing a strategy for outreach.
BY: ANJOT PAL NAYAN
You are my heart: http://clickfrm.com/z8EK