How to Conduct Focus Groups—Business Skills

Table of contents

1. Copyright
2. Focus Groups
   1. Focus Groups Defined
   2. Appropriate Uses
      1. Problem Identification
      2. Planning
      3. Product Development
      4. Implementation
      5. Evaluation
      6. Marketing
      7. Research
   3. Getting Started
      1. Structure
      2. Questions
      3. Recruiting Participants
      4. Selecting a Recorder
   4. Facilitating Focus Groups
      1. Part 1: Opening
      2. Part 2: Discussion
      3. Part 3: Analysis and Reporting
3. Myths About Focus Groups
   1. Focus Groups Can Be Easy
   2. Focus Groups Use Professional Facilitators
   3. Focus Groups Require Special Facilities
   4. Focus Groups Must Consist of Strangers
   5. Focus Groups Are Not for Sensitive Topics
   6. Focus Groups Produce Conformity
   7. Focus Groups Forecast How People Behave
4. References & Resources
   1. Articles
   2. Books
   3. Info-lines
5. Job Aid
   1. Focus Group Checklist
      1. Planning the Focus Group
      2. Conducting the Focus Group
      3. Following Up the Focus Group