Qualitative Research:

Nearly all qualitative research is done using focus groups. These groups
consist of eight to ten carefully selected and recruited individuals who
participate in a directed discussion concerning some issue. The
specifications for recruiting these participants are based on the
objectives of the study. For example, the owner of a gardening service
interested in expanding into a new geographic territory might want to
explore the demand for these services beforehand by conducting focus groups
among home-owners living in the area where the expansion is planned.

     The discussion itself is designed and led by a professional researcher
called a focus group moderator. The moderator follows a specially prepared
script known as a moderator's guide, which is developed with assistance
from the client and outlines the issues to be covered. It is important that
an independent, professional moderator be used to ensure objectivity, and
that all the relevant issues are covered.

     Focus groups are often conducted in special facilities equipped with
one-way mirrors and observation rooms so the client can observe the
discussions first hand without disturbing the participants. The discussions
are either audio or videotape recorded so the moderator does not have to
take notes. After conducting the groups, the moderator will listen to the
tapes, summarize the key points and present the client with a final report
on the findings.

     In most cases, three focus groups are conducted for a single research
project. It would be too risky to arrive at any conclusions based on the
results of just a single group, since the chances of only one group being
representative of the population are quite slim. While two groups are
better than one, many times the findings from the second group vary greatly
from those of the first. A third group strikes a balance between the first
and second and allows the client a better perspective.

     While focus groups are a legitimate form of marketing research, they
are also the most misused and incorrectly applied of all existing 
techniques. They should only be used for exploration and generating new
ideas, and never considered to represent the opinions of the entire
population. The results from focus groups cannot be projected in any way.

     On the other hand, focus groups are an excellent method of flushing
out key issues regarding a new idea or potential product or service. They
can also serve as the first stage of the research process by identifying
key points to be addressed in subsequent, quantitative surveys.