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

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	Qualities of a Good Questioning Route A questioning route is a list of sequtnced questions in complete, conversational sentences. A good questioning route: Has an Easy Beginning Good focus groups get off to a fast, conversational start. Tough questions at the very beginning take too much time and may be modified by later comments in the group. Use questions that are easy for everyone in the group to answer. Is Sequenced It is called a focus group because it has a focus. One part of the focus is the question sequence. The questions naturally flow from one question to another. By contrast, it is not a bunch of questions just thrown together. There is thought given to the sequence. BACKGROUND Questioning Route versus Topic Guide There are two different questioning strategies used by focus group moderators: topic guide and questioning route. The topic guide is tike an outline with a list of topics or issues to be pursued in the focus group. This list consists of words or phrases that remind the moderator of the topic. By contrast, the questioning route is a sequence of questions in complete sentences. The topic guide tends to be used by professional moderators in marketing research studies, whereas the questioning route is often preferred in the public/nonprofit and academic environments. The advantages and disadvantages of each approach are described in Chapter 2 of Developing Questions for Focus Groups. We prefer the questioning route because it fosters consistency in questioning and, as a result, improves analysis. It forces the moderator or research team to think about the words and phrases to be used ahead of time, and it helps the sponsor more clearly understand what will occur in the focus group. In addition, it increases consistency in the way questions are asked across groups. Moves From General to Specific Another reason that this process is called a focus group is that the questions move from broad and general questions (often of lesser importance) to more specific questions of greater importance to the study. Uses the Time Available Wisely It is always a challenge to anticipate how much time is needed to answer the questions. The moderator must allow sufficient time for the important questions that are being asked during the latter part of the focus group. The question route provides the roadmap with "mile markers." This is discussed later in the section on estimating time for questions.

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