FGD
IN-DEPTH INTERVIEW
SURVEY
CONTENT ANALYSIS
FGD (Focus Group
Discussion)
DEFINITION
A research strategy for
understanding audience attitudes
and behavior.
FGD (Focus Group
Discussion)
SAMPLE POPULATION
Minimum of 6, Maximum of 12
people interviewed
CHARACTERISTICS
controlled group discussion
FGD (Focus Group
Discussion)
WHEN TO USE
to see and understand the reasons behind
a particular phenomenon
to see how a group of people interpret a
certain phenomenon
to develop questionnaires for survey
research
FGD METHODOLOGY
1. Define the Problem.
2. Select a sample.
3. Determine the number of groups
4.
5.
6.
7.
necessary.
Prepare the Study Mechanics
Prepare the FGD materials.
Conduct the session.
Analyze the data and prepare a summary
report.
FGD (Focus Group
Discussion)
ADVANTAGES
The technique is a socially-oriented
research method capturing real-life
data in a social environment.
FGD (Focus Group
Discussion)
ADVANTAGES
It has high face validity.
Probing and clarification of
participants comments are easy to
do in FGD setting.
FGD (Focus Group
Discussion)
DISADVANTAGES
FGDs afford the researcher less
control than individual interviews.
Data are difficult to analyze.
SURVEY
TYPES of SURVEYS
1. DESCRIPTIVE
attempts to picture or document current
conditions or attitudes
2. ANALYTICAL
attempts to describe and explain why
certain situations exist
SURVEY
CONSTRUCTING QUESTIONS
Basic consideration in the construction of
good survey questions:
1. The questions must clearly and
unambiguously communicate the desired
information to the respondent.
2. The questions should be worded to allow
accurate transmission of respondents
answers to researchers.
SURVEY
2 General types of Survey Questions
1. Open-Ended
- requires their respondents to generate
their own answers.
- allows respondents to provide in-depth
responses.
- allows for answers that researchers did
not foresee in designing the
questionnaire.
Examples of Open-ended
Qs
1. What do you prefer traditional
references (books, journals) or online
references? Why?
2. Given the choice between going to
library and using the internet to do
research which would you prefer?
Why?
SURVEY
2 General types of Survey Questions
1. Close-Ended
- categories are provided for in the
questionnaire and respondents
simply need to check or tick their
choice without having to explain
why
Examples of Close-Ended
Qs
6. Do you watch the MMFF regularly?
Yes
No
Examples of Close-Ended
Qs
7. What makes you watch the MMFF?
_____ personal preference
_____ quality (technical quality such as
cinematography, directing, acting)
_____ commercial appeal
Examples of Close-Ended
Qs
9. What made you watch Box Office Movies?
(Please rank each category 1-3. 1 being the most
important to you in choosing what movie to watch, 3
being the least important.)
Celebrity Factor (popularity)
Interest/belief (Ex. Genre: horror, comedy etc.)
Family Tradition
Values presented in the Film
Word of Mouth
Film Franchise (ex. Twilight, Harry Po
SURVEY GUIDELINES
Make questions clear.
Keep questions short.
Remember the purposes of the research.
Do not ask double-barreled questions.
Avoid biased words or terms.
Avoid leading questions.
Do not ask questions that ask for highly
detailed information.
8. Avoid potentially embarrassing questions
unless they are absolutely necessary.
1.
2.
3.
4.
5.
6.
7.
In-Depth Interview
DEFINITION
Otherwise known as intensive
interview
In-Depth Interview
CHARACTERISTICS
Generally use smaller samples.
In-Depth Interview
ADVANTAGES
Wealth of detail that it provides.
More accurate responses.
In-Depth Interview
DISADVANTAGES
Generalizability.
Subjectivity.
In-Depth Interview
Procedure
1. Problem definition.
2. Respondent recruiting.
3. Data collection.
4. Analysis Procedure.
Content Analysis
A systematic analysis of the content
rather than the structure of a
communication, such as written
work, speech, or film, including the
study of thematic and symbolic
elements to determine the objective
or meaning of the communication.
Content Analysis
1. Formulate the research question or
hypothesis.
- a basic review of related literature
is required
- it is possible to generate a
research question based on existing
theory
Content Analysis
2. Define the population in question.
- Done by TOPIC AREA and TIME
PERIOD
Content Analysis
3. Select an appropriate sample
from the population.
Stage 1: take sampling of content
sources
Stage 2: select the dates
Stage 3: confining the attention of
the research to a specific content
Content Analysis
4. Selecting a unit of analysis
Unit of Analysis - the smallest
element of a content analysis
e.g. a single word or symbol
a theme
an entire article or program
characters, acts in a program
Content Analysis
5. Constructing content categories.
6. Establish a quantification system.