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.