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The focus group is a data gathering method that is gaining popularity in libraries as a means of gathering the opinions and experiences of library users in order to better understand their attitudes and behavior. Further, there are many decisions to be made in implementing successful focus group research, for assembling groups of willing participants and forming effective questions to gathering the data and analyzing for valid results.

Banks, which use focus groups to aid their marketing planning, commonly fall into seven deadly focus group sins. These are relying on focus groups as a do-it-all tool, inferring quantitative results from focus groups' qualitative research, using focus groups as a rubber stamp and employing bank employees as moderators for focus group. Other pitfalls include lax screening for ethnic focus groups, the use of professional respondents and scrimping on the budget for the hiring of a reliable research firm., A recent issue of the political journal National Review contained a fictitious, tongue-in-cheek draft of a campaign speech proposed by a democratic presidential candidate. Using calculated hot-button oratory, the candidate [...]

This research note describes an example of an application of qualitative methodology to the study of destination choice. The example illustrates the value of conducting focus groups for identifying themes relevant to destination choice that reflect the three ego states.

[ILLUSTRATION OMITTED] Collecting information from or about people is fundamental to many areas of geographical understanding. Questionnaires are one of the most widely used data collection tools in human geography […]

In April 2012, a three-year-old boy and his mother's fiance were headed to day care on a Missouri highway. As their vehicle crested a hill, it collided with a parked [...]

The article discusses the development and benefits of a male patient focus group. The group was a success with participants enjoying the opportunity to give opinions on services and it also helped in peer support as well as to find out more about products and services.

Lord Lamont is right about one thing: focus groups are a waste of time and money. But since marketers can't kick the habit, why not try to instil some fun […]

Byline: John D. Stoll AUTOWEEK Typical focus group: airtight room, white walls, moderators, No. 2 pencils, ambiguous questionnaires, a coffee break, lunch if you're lucky. Result: Pontiac Aztek, et al. [...]

Show of hands: How many of you are looking to up your sodium intake? Clog your arteries with just a jot more fat? And--speaking of fat--how'd you like to be [...]

Recently Advertising Age carried a front- page article talking about the trend toward using the Internet to conduct online focus groups ('Safe at any speed?', AA, Jan. 24). This was [...]

The problem of time constraint faced by the focus groups is discussed. The changes that have come into existence with the transition of a historical two-hour session of focus groups to varied types of sub and mini-groups for a qualitative consumer research are reviewed.

DALLAS -- The successful small drug chain is doing everything it can to connect with its customers, argues K&B Services Inc. vice president of marketing Lance Crain. The executive, who [...]

The do's and dont's of using focus group are specified. The focus groups are great qualitative form of research tools where various ideas are generated and explored.

The focus group method of research is long established in the field of social sciences, and more recently in association with market research. Its versatility is evaluated as a research method for the study of 'Lifelong Learning'.

Focus groups are increasingly used by jewelers to obtain constructive criticisms regarding their operations. While employees or long-time customers can be a source of critiques, they may not be sufficiently objective or candid. Focus groups, on the other hand, can conduct an objective performance review which can help retailers identify and institute changes where they are needed. The use of focus groups usually costs from $2,000 to $5,000., The performance review is a common practice in the corporate environment, but independent jewelers rarely get that kind of constructive criticism. After all, who's going to tell an owner or [...]

There are several myths surrounding focus groups that market researchers still believe in. These include the assumptions that the moderator should have similarities with participants, that so-called 'high-energy' groups are more preferable than boring groups, that all good groups have the same characteristics and that men and women should not participate in the same groups. Another myth is that focus groups are exclusively conducted for exploratory objectives, and should thus always involve the quantification of findings. The assumption that reports on focus groups results should always be accompanied by a cautionary statement is another myth. Finally, the idea that people immediately know what went on right after the focus group discussion is another myth. Suggestions are provided on how to deal with these counterproductive myths.

An army of complaints has been directed at the integrity of the focus group technique, yet I'm not sure I understand why. Over the course of 20 years, I have [...]

The 'show-and-tell' focus group provides important insights regarding the baby boom generation. This activity requires participants to bring items which they feel reflect their ideal environment. After introduction, they are asked to present the items they selected and explain how these relate to their ideal environment or lifestyle. Recent show-and-tell focus group sessions have revealed five important findings about baby boomers. Results have shown that they put the highest value on their family and home life, with child-rearing their most important achievement in life. They have also been found to value long-term friendships, enjoy taking a vacation to the natural world such as mountains or the woods, pursue spiritual fitness, and continually improve themselves.

Surfing the Internet has become one of the hottest topics in boardrooms, lunchrooms and at cocktail parties. It seems that everyone is trying to learn how to use the Net [...]

Researchers who observe focus groups in the backroom need to follow certain guidelines to ensure that they maximize the value of the focus group procedure. For one, they should be completely familiar with the discussion guide so that they can follow the moderator's progress during the session. They should also have a convenient way of communicating with the moderator during the session so that they have a channel for providing inputs on the particular topics they would like particpants to discuss more thoroughly. They should also make clear beforehand what they would like the moderator to accomplish during the session. Researchers should also try to focus on the big issues and should avoid being sidetracked by minor comments.

Advertisers who want to carry out, but are not financially supportive of valid 'before and after' research methods, generally end up with useless data. Usually, this is due to a small sample size, poor response rates and complex questionnaires. In like manner, business-to-business marketers should not rely on focused group interviews. Such groups cannot adequately represent a sector because of their small sample size and an individual's tendency to agree with a group's prevailing opinion.

FOCUS ON FOCUS GROUPS As a general rule, media planners are seldom (if ever) invited to attend consumer focus groups. And that's a shame, because an important person on the [...]