Components of a Focus Group Report

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Del curso dictado por University of California, Davis

Qualitative Research

39 calificaciones

University of California, Davis

Qualitative Research

39 calificaciones

Curso 2 de 4 en SpecializationMarket Research

In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project. Week 2: Design the qualitative instruments necessary for your interviews or focus groups, and plan your recruitment efforts. Write questions and prompts to ask in an interview or focus group. Design a moderator guide and a screening questionnaire to use when recruiting your participants. Week 3: Recruit participants for your focus group and apply techniques to ensure they show up and participate. Act as a moderator during your focus group and apply strategies to handle various types of situations. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving. Week 4: Organize and analyze the data you have collected. Transcribe the audio from your focus group or interview and interpret your notes. Write a focus group report that can be presented to your stakeholders and see how this information might relate to your quantitative research. Take Qualitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the first course in this specialization, Research Report: Initiating Research, before taking this course. By completing the second class in the Specialization you will gain the skills needed to succeed in the full program.

De la lección

Analyze, Interpret and Communicate Qualitative Market Research Data

In this module, you will be able to make decisions about transcription of a focus group, interpret focus group notes, analyze qualitative data to identify common categories and themes. You will be able to explain what goes into a focus group report including the appropriate words that are expected. You will be able to describe best practices and the components of a qualitative research report. You will also be able to develop qualitative findings that inform the improvement of a quantitative survey design, which helps bridge into the next course. This module is also where you will gather and polish the practice exercises you’ve been building all along to complete your course project: a qualitative market research Focus Group Report.

Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction1:25

Focus Group Transcription: Process and Options8:37

Interpreting Focus Group Notes7:23

Analyzing Qualitative Data8:30

Components of a Focus Group Report5:04

Writing a Focus Group Report8:54

Bridging from Qualitative to Quantitative Research4:06

Conoce a los instructores

Susan Berman
President, Impact Research
UC Davis Division of Continuing and Professional Education

Welcome back. Up to this point,

you have collected and analyzed your qualitative research data.

You dove into the various comments and interpreted themes and results.

Now, you need to compile your findings and develop a focus group report.

This report could be used to communicate with

your stakeholders and help make important decisions.

But first, we need to discuss the various components required for a focus group report.

At the end of this lesson,

you will be able to recall and describe the components of a focus group report.

Let's start with the introduction to the topic.

The introduction is important in setting

the stage of the entire report so the reader knows what to look forward to seeing.

The introduction to the topic summarizes the purpose of the research.

It's where you describe how you came upon the research,

what the problem is,

what made you decide to do the type of research

you chose whether it be quantitative or qualitative,

and how it will best answer the business question.

Usually the introduction will be one or two paragraphs, no longer.

There are only set requirements and length if you're planning to publish,

but not when you are delivering the report to the client.

Next, let's consider the section on background and methods for the focus group.

In the background and methods section,

you will want to discuss what type of qualitative research you decide to do,

and why you decide to do it.

You will also describe the methodology you chose for conducting the research.

This section explains the background about your methods for conducting the group,

which details the recruiting and screener types you use to get specific participants.

Also include details about where,

when, and how the focus group was conducted.

In our business case example,

we chose to do a focus group with 10 to 12 participants who were

20 to 30 years old and who were UC Davis students who also had a high end cell phone.

The background and method section would note this and explain that these demographics

represent a group of people we anticipate would be interested in the client's product.

Therefore they would be suitable to tell us what

those prospective customers are thinking about related to topics.

The purpose of this section is to let the reader know

exactly what was behind the finding you are about to impart.

Next comes the executive summary.

An executive summary is optional,

and sometimes it's called a top line report.

But sometimes a client will want this before or

even in lieu of a full focus group report.

This summary will cover all the main points and conclusions from the focus group.

However, it won't have quotes.

At most, the executive summary will be a few paragraphs.

The purpose is to give the client

a thumbnail summary of the major findings from the research.

Often, when publishing an article,

the executive summary will be used in the article as the abstract.

Next comes the body of your focus group report.

This is where you summarize the most important findings which will include the code,

the topic, theme, short paragraph about what you found, and the quotes.

After this comes the summary of important findings.

The summary paragraph is seen after the results and

before the recommendations as a way to reiterate the findings.

The purpose is to help the reader remember

the key points from what they had just read in the body of the report.

Next comes the limitations section.

The limitations section will discuss the general limitations of doing

qualitative research as well as

the limitations you discovered from conducting this particular research.

The purpose is to reveal that

your qualitative research is not generalizable to the entire public,

and be forthcoming about any problems you encountered while conducting the research.

There are no requirements for the length.

Lastly, you present your recommendations for your client.

This section usually includes recommendations for follow up

research in the form of more focus groups or a quantitative survey.

The recommendations section is used to suggest steps that would be best to cover

if the research is intended to fill a next gap in providing answers for your client.

The purpose is to justify conducting further research if

necessary to reach an optimal conclusion for the research project.

That gives you a brief overview of the component parts expected in a Focus Group report.

We will go on to learn a little about how to write each of these sections.

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