Focus Group Tutorial Exercise MKTG202 Marketing Research (Week #3) Focus Group Facilitator Guide
Thank you for volunteering to serve as a facilitator for today’s focus group exercise! Your task is to lead a small group discussion on the participants’ perception of Macquarie University. In this case, you do not need to take notes, but you should be aware of emerging themes in the discussion so you can report them when you are finished. You should follow the question list in a rough order, but feel free to deviate from that list as long as the group is still broadly on topic. Encourage all ...view middle of the document...
3. Tell them that they should feel free to speak their minds. 4. Ask each member to answer the first question in turn; this encourages everyone to speak right away. That question is, “Why did you choose Macquarie University over other universities?” 5. After they each answer that question, ask the following questions of the group as a whole, in approximately this order. Ask participants to supply additional information, or to deviate from this question list as long as your focus remains the general perception of the university. Although the question list is short, you should find it more than adequate for the time we have.
Focus Group Question List
1. 2. 3. 4. 5. 6. How would you evaluate your experiences at MQ so far? How has MQ exceeded your expectations for the college experience? How has MQ failed to meet your expectations? What specific aspects of MQ have been the most beneficial for you? What specific aspects of MQ have been the least beneficial for you? What specific aspects of university life should be improved? (Probe for specifics: residential life, academic standards, extracurricular activities, food) 7. How might your major be improved?
This exercise adapted by Hume Winzar from: Fife, E. (2005) 'A Focus Group Activity for the Research Methods Class', Communication Teacher, 19:1, 9-12 URL: http://dx.doi.org/10.1080/1740462042000339203