MG462 Qualitative Methods Focus Groups Dr. Meredith Rolfe Week 9.
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Transcript of MG462 Qualitative Methods Focus Groups Dr. Meredith Rolfe Week 9.
MG462 Qualitative Methods
Focus GroupsDr. Meredith Rolfe
Week 9
Airline Customer Survey
How often have you flown in the past 12 months?
32%
28%
32%
2%6%
1 2 3 4 5
1. Once a month or more
2. 6 times3. 3-5 times4. 1-2 times5. Never
How many of these flights were for business?
2% 13%
20%
4%61%
1 2 3 4 5
1. All2. Most3. About half4. A few5. None
On any of your flights, did you fly in First or Business?
1 2
67%
33%
1. Yes2. No
Price is very important when choosing an airline.
1 2 3 4 5
35%38%
9%6%
12%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Speed of check-in is very important when choosing an airline.
1 2 3 4 5
28%30%
7%
12%
23%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Friendly staff are very important when choosing an airline.
1 2 3 4 5
17%
37%
3%6%
37%1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Waiting times are very important when choosing an airline.
1 2 3 4 5
26%
49%
6%3%
17%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Internet check-in is very important when choosing an airline.
1 2 3 4 5
22%25%
6%
11%
36%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Direct flights are very important when choosing an airline.
1 2 3 4 5
58%
28%
3%0%
11%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Timing of flights is very important when choosing an airline.
1 2 3 4 5
29%
42%
6%10%
13%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Extra legroom is very important when choosing an airline.
1 2 3 4 5
16%
32%
16%
8%
28%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Priority boarding is very important when choosing an airline.
1 2 3 4 5
24%
14%
22%
19%
22%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Ability to choose my seat is very important when choosing an airline.
1 2 3 4 5
35%
39%
3%
6%
16%
1. Strongly Agree2. Agree3. Neutral4. Disagree5. Strongly
Disagree
Introduction to Focus Groups
What is a focus group?
• Who: An invited group of participants (8-12), plus a facilitator (and observers)
• What: Facilitated discussion in which participants share their thoughts, feelings, attitudes and ideas on certain subject
• Instrument/Interview Guide: Loose set of questions or material to be covered in focus group discussion
MG462, Week 9 17
What are focus groups used for
• Marketing: Product evaluation; Product development; Advertising development
• Political deliberation/Public opinion: increase community participation; televised during elections
• Employees: getting buy in and increasing involvement
MG462, Week 9 18
What happens in the room
• Introduction• Facilitator leads off with a topic• Facilitator may call on people, particular
those who are quiet, tries to encourage discussion
• Facilitator will have a list of topics to cover, will need to keep conversation moving
• Time: 1.5-2.5 hours
GROUP DYNAMICS!MG462, Week 9 19
Focus Group in Action
• http://www.youtube.com/watch?v=MuiI7BFhQl4
MG462, Week 9 20
Hopes and Realities of Focus Groups
Hopes for Focus Groups
• Recall forgotten details
• Widen range of response
• Reduce inhibition
• Naturalistic setting
Reality of Small Group Discussion
• Only discuss common ground
• Polarization or meet in the middle
• Hierarchy (a few people dominate)
• Strangers in unfamiliar environment
MG462, Week 9 21
Understanding self-report (surveys, focus groups, etc)
• Not true attitudes or true feelings• How people self-report their own
preferences, values, etc• Self-report is controlled, impression
management (self, others)• The above is true of all “talk” - not
just focus groups and surveys
MG462, Week 9 22
Recruitment
• Other group members matter• Composition of group (marketing)• Homogenous (age, income, interests)
• Composition of group (political)• Heterogeneous
• Paying participants• Difficult to reach groups (high income,
busy professionals)
MG462, Week 9 23
Facilitation
• Facilitators matter: A focus group is a discussion between facilitator and group members
• Goal isn’t consensus (common mistake)
• Dealing with group dynamics• Facilitation can be particularly
essential in political deliberation/focus groups
MG462, Week 9 24
Interpretation of Data
• Qualitative content analysis• Quantitative content analysis• Both of the above can be
automated/done on the computer• “Gesture” analysis and other intensive
techniques• Process analysis coding (discussion
dynamics)• Identification of knowledge and values
that are shared
MG462, Week 9 25
Summary
• Measuring self-presentation and impression management in a group
• May be very important in understanding brand and product appeal or other exploratory and formative evaluations
• Allows for deeper probing into answers and some access to the implicit “system 2” responses
• Excellent for understanding group dynamics• Moderate cost, but need good facilitator
MG462, Week 9 26
Airline Customer Focus Group
Focus Group Role Play
• Break into small groups of 6-8• Choose a moderator• Choose an observer/coder/note taker• Remaining group members are participants
from a market segment• Business travelers (imagine your business)• Family holiday travelers• Mixed travel segments
• Use survey questions as a guide
MG462, Week 9 28
Focus Group Instrument: Topics for Discussion
• What do you enjoy about flying?• What do you not enjoy?• What is most important to you when
choosing an airline?• What can airlines do to make your
travel more enjoyable?
MG462, Week 9 Slide 30
Price is very important when choosing an airline.
9%
0%
27%
55%
9%
18%
0%
0%
27%
55%
0%
20%
10%
20%
50%
0%
0%
0%
0%
0%
0%
0%
0%
100%
0%
Strongly Di...
Disagree
Neutral
Agree
Strongly Ag...
Once a month or more 6 times 3-5 times 1-2 times Never
MG462, Week 9 Slide 31
Priority boarding is very important when choosing an airline.
7%
0%
14%
14%
64%
29%
33%
29%
10%
0%
Strongly Di...
Disagree
Neutral
Agree
Strongly Ag...
Yes No
For Reflection
• Were there different pictures painted by the two techniques? Why?
• Introspection: did you think about the same things when answering the survey as when participating in the focus group?
MG462, Week 9 32