Market researchers and policy researchers often use two tools to gather primary data: surveys and focus groups. These tools, often described in unison, serve two widely divergent purposes. The table below briefly describes their uses and processes.
| |
Surveys |
Focus Groups |
| What are they? |
Means of gathering statistically valid quantitative data. |
Means of gathering in-depth, qualitative data and strategy. |
| What type of information do they collect? |
Surveys measure "how much." If your desired answer is a number, surveys are the best tool. |
Focus groups evaluate "why." If your desired answer is a perception, idea, strategy, or explanation, focus groups are your best tool. |
| How long do they take for participants? |
Surveys can range anywhere from one minute to twenty minutes per participant. A typical target length in ten minutes. |
Focus groups are generally targeted at one and a half to two hours per group. Because of the time commitment, participants are usually paid to participate. "Mini focus groups" may be useful in certain circumstances. |
| How many people participate? |
Varies according to needs. Generally, a reasonable survey has between 400 and 1,200 randomly selected respondents, though other sizes are possible depending on the study's needs. |
Generally range from three to fifteen people, with six to ten as an optimum number. Ideally, participants are randomly selected, though other approaches are sometimes adequate. |
| How many focus groups or surveys are necessary? |
A public opinion survey is often a one-time event. Surveys are sometimes repeated over specific time intervals to examine trends, such as a "before" and "after" survey for a marketing campaign or other planned event. |
As a rule of thumb, focus groups should be done in groups of three or more. Larger combinations are needed to gather input from differing geographic regions or target populations (e.g. age, gender, etc). |
| How can they be used together? |
Surveys can be used to gather statistics, which are then discussed and explained in focus groups. |
Focus groups can be used as a precursor to surveys to help define questions and maximize the survey's value. Focus groups can also be conducted after surveys to discuss reasons behind the findings, implications, and next steps. |
| Example of research questions answered by these methods? |
How likely are families with children to own computers?
What issues are most important with union members?
What percent of the population is aware of a new law?
How bad is the noise problem from passing trains in a small town? |
What types of assistance do small nonprofits need in the area of technology?
What are viewers impressions of a new ad campaign? What meanings are being conveyed?
What factors should be considered when designing marketing to African Americans? |
