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Sources of Primary Data - 6

Sources of Primary Data - 6 - Sources of Primary Data 6...

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Sources of Primary Data - 6 Focus Group Purpose - Qualitative research; typically an exploratory process that is used to obtain information about feelings, opinions, beliefs, misconceptions, perceptions, attitudes, & acquiring & testing new ideas. The process 8-12 people invited to participate, few specifics are given; participants not representative but typical People are homogeneous in nature (potential priority population members) People should not know each other Often people are paid (incentive) to participate
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Sources of Primary Data - 7 Focus Group (continued) The process (continued) Led by a skilled moderator who sets the tone; must be well organized Moderator takes a group through an unstructured interview using series of predetermined questions (moderator’s guide) Participants speak freely; group discussion Observer(s) takes notes &/or tapes An ideal length of time for a focus group is around 90 minutes, but… Analyze data collected; looking for consensus/themes; findings should be interpreted as suggestive & directional not
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