Focus on Focus Groups!  

Oleh:

Goldman, Karen Denard ; Schmalz, Kathleen Jahn

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Health Promotion Practice vol. 2 no. 1 (Jan. 2001), page 14-19.
Fulltext: 14.pdf (61.21KB)

Isi artikel

Originally a marketing research tool used to assess consumer product needs and reactions to new products, focus groups are now used in health promotion (a) as part of the assessment process, particularly social assessment; (b) to develop educational or promotional materials, such as materials pretesting; and (c) in program evaluation, especially participatory evaluation. A carefully crafted structured interview strategy used by marketing groups to assess the perceptions, beliefs, and opinions of specific consumer groups, a focus group is sometimes mistakenly perceived as a group interview that anyone can facilitate. This is a major misperception. Focus groups have much to offer health promotion. They can be used to test reactions to new materials or health messages, identify barriers to services, elicit perceived needs for new or expanded services, or provide feedback on existing programs. They are an art and a science and are based on knowledge and skills often requiring the services of a trained and experienced focus group planning team and moderator.

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