Northern Arizona University

FOCUS GROUPS

Focus groups are an example of “qualitative” research as opposed to the “quantitative” analysis of a visitor survey or economic impact study. The purpose of a focus group is to gather in-depth information that may not be possible from a survey instrument. Focus groups typically consist of a trained facilitator, joined by 8-10 invited participants, who spend a couple of hours discussing an assigned topic in detail. The facilitator poses questions about a product (e.g., hotel), an experience (e.g., a vacation), or a proposed development (e.g., conference center) in order to elicit comments and insights from each member of the group. Focus group participants are typically paid a modest sum for agreeing to attend and share their opinions – opinions that may prove invaluable to a company trying to improve a product or a community planning process.

CONTACT
INFORMATION

Cheryl Cothran, Ph.D.
Phone: 928-523-2132
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Cheryl.Cothran@nau.edu

Thomas Combrink, M.S.
Phone: 928-523-9194
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Thomas.Combrink@nau.edu 

Tourism Research
Phone: 928-523-6205
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Tourism.Research@nau.edu