Instruction for Using Focus Group Discussion 3
Demographic Details 4
Discussion Guide 5
References 8
Instruction for Using Focus Group Discussion
Introduction
The purpose of this survey is to understand the problems and opportunities faced by users of Sony Experia cellular phones. It can be used to explore the details including battery charging time, battery life, touch screen responsiveness, camera quality and Wifi readiness .
Participants
Participants of the group will consist of users of Sony Experia Cellular phones. The ideal participants should belong to varying age groups, professions, and levels .
Participant Consent
A consent form will be provided to all participants. The participants should return the signed copy, after retaining the original, to the facilitator. They should also be made aware of the recording process during the discussion .
Demographic Data
Demographic data will be collected from the participants. It will consist of a simple questionnaire. the data anonymity will be maintained .
Facilitator
Running an effective focus group requires immense skills and training. The facilitator should have prior experience in conducting focus group .
Discussion Guides
The discussion guide structures the discussion of the focus group. It is done by highlighting the topics that should be covered during the discussion .
Data Collection
The data can be collected by recording the discussion. This should be done by taking prior consent from the participants. The data can be transferred to paper for analysis. Till it is converted to the paper form, the recordings should be kept in safe custody. It should be destroyed after the transcription has been done. Strict confidentiality should be maintained .
Time and Place of Focus Group
The focus group can last for 2 hours with short breaks. The participants should be intimated about the time and place where the discussion would take place .
Demographic Details
Discussion Guide
Welcome, Introduction and Instructions
Welcome and thank you for being a part of this focus group discussion. Your participation is requested because you have participated in similar programs and your viewpoints are important. I realize that you are busy with many tasks and value your time and effort .
My name is ________ and assisting me is _________. We both are with the University of __________. We are going to talk about the problems and opportunities faced by product Sony Experia Cellular Phones .
I will be asking some questions to obtain your feedback upon the product. You will be recorded to facilitate recollection of data. We don't want to miss any of your opinions. However, this discussion will be confidential in nature. Any names or responses will not be disclosed publically. The records will be kept safe in a secure facility until it is transcribed to words. Hence, you are requested to speak your minds. Also, the notes of the focus group will not include the personal details of the participants and you won't be linked to any specific statements. I and all the members of this focus group would appreciate if the discussions made here are not taken outside the focus group. If you do not wish to participate for any particular questions you have the right to remain silent. Remember, there is no right or wrong answers. It is your actual and raw feedback which matters the most. Please feel free to share your point of views even if they are different from your group members. Please note we are not just interested in positive feedback. It is equally important to provide negative feedbacks as they are more helpful .
Ground Rules
The most important rule is that one person will speak at a time. There will be no overlapping of opinions at the same time. Please wait till the person has finished speaking. There are no wrong or right answers. You won't be judged based on the answers. Your opinion matters the most. There is no particular order for participation. If you have an opinion, please speak up. You need not agree to agree with others in the group. Please note the microphone, in front of you, which will provide a medium for clear recording of the entire discussion. The reports generated will be sent to extension staff for planning the future programs. The name cards kept on the table before you will help us remember the names of the participants .
Research Goal
The goal of this research is to understand the merits and limitations of using Sony Experia cellular phones. It can be useful for improving overall product quality .
Warm Up
Let's begin by knowing more about each of you. Please tell us your name and where you come from, one by one. Please don't miss putting your initials on the sign-in sheet circulated. This will be useful to mark your presence .
Introductory Question
I am going to give you a minute to think about your experience using Sony Experia cellular phone. Is anyone willing to share the experience?
Guiding Questions
What was the reason for your feedback?
What basic needs do you think Sony Experia cellular phone should fulfill?
What are the main reasons you purchased Sony Experia cellular phone?
After using the product, what are the features you like most about, Sony Experia cellular phone?
What are the difficulties or inconvenience you experienced using Sony Experia cellular phone?
If given a chance, would you shift from brand Sony Experia to another?
If yes, why would you shift to another brand?
Which brand would you like to shift to?
If no, why would you not shift to another cellular phone brand?
What improvements would you like to make to present models of Sony Experia?
Concluding Question
After today's discussion, what are the most attractive features you feel about Sony Experia cellular phones?
Conclusion
This has been a very successful discussion. Thank you for active participation. We hope that the discussion has been interesting to you. It has provided us with valuable feedbacks on Sony Experia cellular phones. If there are any concerns regarding the discussion you can speak to me later? Please note that the entire discussion will be kept confidential. Kindly hand over your personal details questionnaire details.
References
Better, S. (2002). Customers in Focus. Simply Better. Retrieved August 4, 2016, from http://dcf.wisconsin.gov/partnertraining/basicassumptions/PDF/Customers_in_Focus_A_ Guide_to_Conducting_and_Planning_Focus_Groups.pdf
Krueger, R. A. (2002). Designing and Conducting Focus Group Interviews. MN: University of Minnesota. Retrieved August 4, 2016, from http://www.eiu.edu/ihec/Krueger- FocusGroupInterviews.pdf
