Strauss 1967 The Discovery of Grounded Theory: Strategies for Qualitative Research. 1982 “The use of focus groups for idea generation: The effects of group size, acquaintanceship, and moderator on response quantity and quality.” Journal of Marketing Research 19:1–13. Manchester, UK: Manchester University Press.įern, Edward F. Clyde Mitchell (ed.), Social Networks in Urban Situations. New York: McGraw-Hill.Įpstein, Alexander 1969 “Gossip, norms, and social network.” Pp. 1978 The Research Act: A Theoretical Introduction to Sociological Methods (2nd ed.). 1977 “Focus groups and the nature of qualitative marketing research.” Journal of Marketing Research 14:353–64.ĭenzin, Norman K. Stasch 1981 Marketing Research: Text and Cases.
1958 “Participant observation and interviewing: a rejoinder.” Human Organization 17:39–40.īoyd, Harper W., Ralph Westfall, and Stanley F. and Blanche Geer 1957 “Participant observation and interviewing: a comparison.” Human Organization 16:28–32. 1958 “Problems of inference and proof in participant observation.” American Sociological Review 23:652–660.īecker, Howard S. Ideally, your questions should encourage participants to talk among themselves, so that you can withdraw from the conversation.Becker, Howard S. You should generally enter with no more than 10 prepared questions.X Trustworthy Source Kansas University Center for Community Health and Development Community-based research center focused on supporting public health development and education Go to source If someone isn’t talking, turn to them and inquire as to their thoughts on what has just been said. Summarize what someone has said and ask if others feel the same way. Encourage people to expand on their responses by asking them “Can you say more about that?” Alternatively ask if they can provide an example of what they are talking about.Use additional, unprepared questions to ask for more detail if the participants are giving brief answers. Stick with the topic until you have achieved good responses, before moving on to the next. Use one of your prepared questions to kick off the discussion. Ask: “what do you like about this product” before asking “what do you dislike about this product?” X Research sourceĪsk questions to guide the discussion. Ask positive questions to establish comfort, before moving on to more negative questions.
For example, “How do you like to use your smart phones?” Move on to questions that get to the substance of the discussion: “How likely would you be to use a thesaurus app?” Before concluding, ask if anyone has something else to say that did not come up earlier in the discussion. Begin with questions that encourage participants to talk generally about the subject to make them comfortable and familiar with the topic of conversation.Avoid questions that might embarrass participants or intimidate them into silence. Keep sentences short and focus so that they do not confuse participants. Instead, use open-ended questions like "What do you think of this product?" or questions that describe both choices, such as "Do you think the color of this product should be changed, or kept the same?"
Avoid yes-or-no questions, since people are more likely to respond "yes" to please you. Design the questions to encourage participants to open up and talk about their opinions in depth.
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