COMM 2P15 Lecture Notes - Lecture 19: Focus Group

• School: Brock University
• Department: Communication Studies
• Course: COMM 2P15
• Professor: Russell Johnston

Document Summary

Intensive, qualitative research methods which generate data through directed, social interaction. Interviews questions an individual or group with expertise or experience regarding your subject. Focus groups foster discussion among groups of people with expertise or experience regarding tour subject. Intangible = beliefs, values, attitudes, article of faith, motives, desire or passions: a. k. a. personal & culture traits, in-depth study of particular individual or group, a) sample popular opinion with interviews, sample popular opinion with focus groups, major assumption. Individual/ group is representative of entire population: often used to study audiences, mahtani; maclennan on radio listeners; market research firms, also used to study organizations, m. d. Cost little time spent in the field; perhaps none. Hodson & vannini: population, sample frame = ferry commuters, strategy. Sampling options: method should match complexity or population and claim. Size of focus groups: size to 10 people is the optimum number.