Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups

Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups Voevodin's Library: Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups

Voyevodins' Library ... Main page "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey

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	Media Focus Groups The media have discovered the appeal of focus groups. Newspaper readers and television viewers like to read about or see others share opinions and ideas. These media groups have only a few common points with focus groups as described in this book. The argument for calling these sessions "focus groups" is that questions may be focused, participants may be preselected based on established criteria, and the moderator might be skillful in conducting the group, but these groups are about as far as possible from other characteristics that constitute focus groups-namely, a permissive, nonthreatening environment where confidentiality is ensured. These "media events" look like focus groups but aren't. The purpose of these media sessions is to capture "sound bites" that are shared with the world. The individual has no assurance that comments will be used in context and no recourse if they are not. The participants are at the mercy of the media. These media focus groups typically have several methodological flaws that limit their value as serious research. First, they often consist of only one focus group. Furthermore, results from this one focus group are implicitly or explicitly generalized to a wider population. Second, the sessions are not conducted in a permissive, nonthreatening environment. Video and still cameras capture images throughout the session, constantly reminding participants of their potential for publicity. Recording devices capture everything said, but only a few comments will ever be published or aired. Third, the basis of selection is often to achieve a cross section of residents or voters, but many residents would self-select out of this public discussion. Only the most self-assured would submit to this type of group. We encourage media to exercise caution and make a few adaptations. It would be more accurate if they called these sessions "group discussions," which would avoid some confusion to readers. If the media are serious about conducting focus groups and wish to call these sessions "focus groups," then they should consider a sequential series of discussions with varying levels of formality to determine the influence of cameras and recording equipment. For example, several groups might initially be conducted in the traditional focus group procedure without cameras, with homogeneous selection, and with explicit assurances of confidentiality. Then later, after the initial groups had been analyzed for themes, a second series of focus groups would allow cameras and seek public quotes. In this manner, the media could gain some sense of whether the participants modify their comments when they are "on record," taped, and photographed. Media events called "focus groups" are entertainment-not research. We should place them in the same category as television or radio stations that conduct surveys using a pay-to-call vote. "Give us a call and vote on this important issue! Tell us your opinion! We want to hear from you!"

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