Writing a Focus Group Report

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Del curso dictado por University of California, Davis

Qualitative Research

51 calificación

University of California, Davis

Qualitative Research

51 calificación

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. Now, you can recall the components of the focus group report.

Your previous analysis clarified themes and sub-themes with backup quotes.

With that, you're ready to put it together and write your focus group report.

Please note that the way I write a report may be adapted depending on the group.

However, I usually start with the body.

That includes important themes and quotes in the introduction.

After the body, I then write the report introduction, conclusions, and recommendations.

This allows me to take notes from the body for the intro,

conclusion, and make recommendations before I write the final draft.

At the conclusion of this lesson,

you will be able to write the various parts of the focus group report.

Let me show you what I mean.

Start with the body and list

the preferences that were discussed in our business case scenario.

You would see that most people mention the battery, texting, and camera.

You'd write an explanation about these features.

That would go into the conclusion of

that section as well as the conclusion of the focus group.

I tried to write a conclusive summary statement in

bold and sometimes set it in brackets so it stands out on the page.

In the body, aim for succinct analysis.

Review all points that were made within

each section of your transcript one section at a time.

Take the first section,

what they like most about their cellphone,

and read every comment.

Then start writing, for instance,

"When we initially went around the room during introductions,

each person described what they like best about their cellphone.

There were a wide variety of responses,

but the camera and iMessages were two areas that came up most often.

People also liked battery life durability,

texting capability, smaller-sized cellphone, and social media.

A few people mentioned liking the camera.".

First, capture the theme then

write a short description of the key finding for that theme.

While summarizing themes that came up in the group,

review all the questions that were asked in the order they were given.

The next question was whether anyone had considered a different type of

cellphone prior to deciding on the one that they actually bought.

I'd write that and mention I open the discussion to anyone who chose to respond.

The general consensus I found was that the group stuck with what they

had in mind in the first place and didn't get swayed by looking at another brand.

To support this, I would use a quote like,

"I knew going to the store that I was going to buy an iPhone.

I was looking at another phone,

but I knew that I was gonna buy an iPhone since I had the 5S."

For each theme heading,

you then capture each subheading.

Starting from the last example,

I'd write a couple of people mentioned the upgrading plan and how

they knew they would move to the latest upgraded phone in the same brand.

You'd support that with a quote like,

"Once I traded to iPhone from Android,

there was no going back."

Aim to summarize each topic into a single sentence.

For example, take the topic of the cellphone feature, texting.

First, try to summarize what was said in the group in

one sentence such as texting was brought up throughout

the entire focus group as a way of conveying

quick information to a friend instead of writing a long email.

You might refine that to most participants said that texting is

a good way to get out quick information for a quick response.

Then you back up the statement with a quote.

While capturing themes, sub-themes, and quotes,

it's important not to imply that there is a definitive answer.

Note instead that the particular group had these certain viewpoints.

In summarizing, make sure again to use the words all,

most, many, some, few,

or none regarding how many participants were in agreement

with your summary or chosen quote rather than actually giving a number.

The introduction to topic explains why you are doing the focus group.

Think back to when you decided to do a focus group.

What did your client want that made you decide to start with qualitative research?

What answers did you seek?

Why did you need in-depth answers?

What were you trying to achieve?

Review all of this in your mind.

In our case, we knew we wanted to find out from somewhat affluent students

what features of a cellphone they needed to warrant

increasing the purchase price of a high-end cellphone.

We chose a focus group because we had no idea

what this population felt about the features of their phone,

and what went with their decision-making process when purchasing a new phone.

We needed basic information first

before testing out the responses in a quantitative survey.

The executive summary arises from condensing the themes,

quotes, and summaries in the body.

It also summarizes the introduction summary and recommendations.

To write your limitations section,

you must go back to the beginning purpose and methods for your group.

You only had a small sample of people who you

intentionally selected during the recruiting.

It's called purposive sampling.

Even though we approach random people on the UC Davis Campus,

we still sought certain visual qualities that may fit our criteria,

so it was not random.

When describing the limitations,

it's important to explain that the findings cannot be

generalized to the entire population of 20 to 30-year-olds who are UC Davis students.

The findings were also time-sensitive,

meaning they could change year to year or even moment to moment.

Explain these things in your limitation section.

When writing the background and methods section,

aim to summarize exactly what procedure was used for deciding the who,

what, when, where aspects of the focus group.

Discuss recruiting for the focus group participants: the flyers,

the team of researchers,

the place and date, and describe the procedure of the confirmation,

and reminder emails and calls.

In writing the overview or flow of the report,

explain the narrative framework either

chronological or by order of the most prevalent finding.

Since our group gave way to

an important conversation about how cellphones have changed communication,

I might go ahead and start out summarizing that

and then describe how it motivated people to contribute.

When writing the recommendations section,

use bullet points to delineate recommendations clearly.

I would start with the most important recommendation usually

related to the main topic and address the original business question.

In this group, we wanted to know about key features,

attributes, cost, and design.

Therefore, the recommendations should address each of these points then

recommend if further research is needed and what kind: focus groups,

individual interviews or quantitative surveys, for instance.

Write the first draft then review it slowly.

Make sure you've clearly stated all the points you want to make.

Check to ensure that quotes you use support statements.

Proofread to make sure there are no errors,

misquotes or typos, and that you've properly formatted the document.

Then leave it for a few days and return to it with a fresh perspective.

Read it again from the beginning to the end one more time.

Also, have a few other readers if you can.

Check it to make sure it meets professional standards.

Sometimes you miss those easy typos.

That concludes our lesson on writing your focus group report.

If you use these along with your practice activities and resources,

you should now be able to write a focus group report.

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