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ISD From the Ground Up: A No-Nonsense Approach to Instructional Design by Chuck Hodell

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Chapter 16

How to Conduct Focus Groups

Chapter Objectives

At the conclusion of this chapter, you should be able to

  • define the ways a focus group can support the instructional design process
  • list the four components of a focus group.

Designing and Conducting a Focus Group

Every instructional designer should be familiar with focus groups and the value they bring to analysis and evaluation. Focus groups range from informal conversations to videotaped productions, and there are almost as many styles as there are designers to facilitate them. The term focus group derives from the intent of this analysis tool, which is to focus on a particular ...

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