Krueger, Casey. Focus Groups. Fifth Edition by Richard A. Krueger & Mary Anne Casey

Author:Richard A. Krueger & Mary Anne Casey
Language: eng
Format: epub
Published: 2015-06-10T22:14:31.241000+00:00

Serve quiet food

Veteran moderators have found that some foods are noisy and make it difficult to get clear sound on the audio recorder. Recorders pick up sound from the table, and glass, china, cans, and silverware can create unwanted noise. Paper products make less noise. Also avoid single-serving potato chip bags. The crinkling will drive the transcriptionist wild.

Snacks and Meals

Food can help the focus group. Eating together tends to promote conversation and communication within the group. Most focus groups offer snacks such as cookies or pastries or fruit and vegetable trays, but full meals also can be effective. Snacks and light refreshments are typically placed on a table to the side of the room and are enjoyed during the presession small talk and during the discussion. Full meals require additional planning. If the focus groups are conducted in restaurants, then advance arrangements are needed to ensure speedy service. Meals can be catered or delivered (such as pizza, box lunches). Thought should be given to when the meal is served. Traditional protocol was that the meal should occur before the focus group as a way for the participants to get to know each other. This can be awkward as the moderator tries to avoid the central topic of discussion. An alternative strategy is to provide the meal after the focus group, during which time the moderator continues to listen for relevant comments concerning the study. A third strategy that works well with light meals (pizza, buffets, or box lunches) is to eat throughout the focus group. About halfway through the focus group, the meal is completed, the boxes, plates, and other items are removed, and the focus group continues.

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