Lessons on Focus Group Methodology from a Science Television News Project

Authors: Southwell, Brian G.; Blake, Stephanie H.; Torres, Alicia

Source: Technical Communication, Volume 52, Number 2, May 2005 , pp. 187-193(7)

Publisher: Society for Technical Communication

Buy & download fulltext article:

Price: $18.00 plus tax (Refund Policy)

Abstract:

While many bemoan the fact that television is a central source of science information for much of the United States, professionals charged with informal science education tasks have welcomed opportunities afforded by the medium. Creating TV programming that meets both institutional goals and audience preferences, though, is a challenge fraught with difficulties. To develop such programming, one tempting formative research option is to conduct focus groups with potential audience members. In this article, we present guidelines for focus group implementation as well as crucial caveats to which we should adhere in interpreting data from such efforts. To illustrate the guidelines, we discuss a formative evaluation undertaken for the Discoveries and breakthroughs inside science television news project to understand how some people respond to science news stories.

Document Type: Research article

Publication date: 2005-05-01

More about this publication?

Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
Information for Authors
Subscribe to this Title
Membership Information
ingentaconnect is not responsible for the content or availability of external websites