Using Focus Groups to Improve Survey Research

Abstract

Mass communication researchers often ask questions that require individuals to recall past behaviors and events, but little attention has been given to how interviewers can stimulate recall. This study – applying focus group techniques – indicates survey respondents may have more to say than they initially think.

Market‐driven journalism: Creating special sections to meet reader interests

“…Focus groups, in the past most often used by marketing and advertising departments, are now being used by publishers to get closer to readers by giving the interviewees a chance to stimulate recall. 1 This practice reflects a 'marketing' concept of journalism, which emphasises tailoring a product to consumers' wants and needs. 2 Beam found in a survey of newspapers that as uncertainty about an organisation's environment increases -specifically, uncertainty about how to serve readersan organisation strengthens its marketing orientation in an effort to identify and meet readers' interests.…”