17. The Cognitive school

Very interesting approach, but while a little productive. Here is how Минцберг finishes the description of this school: «you can consider this chapter as bitter complaints of the disappointed client!» So, strategy formation is proceeding in consciousness of the strategist knowledge process. Hence strategy arise as prospect (in the form of concepts, cards, schemes, frames), ordering ways of reception of the information from environment. This information (according to an "objective" branch cognitive schools) before it will be deciphered with the help of cognitive cards, takes place through every possible deforming filters [our consciousness], or (according to a "subjective" branch) is simply interpretation of the world existing only in that kind in what it is perceived. The visible world, in other words, can be modelled, structured and designed [for it is process especially mental]. As well as concepts, strategy «are born tormently», but even what managed to "be born", are rather far from perfect, but subsequently when they cease to be productive, their change is interfaced to considerable difficulties.

18. General characteristics of focus-group research

• Focus group research involves organised discussion with a selected group of individuals to gain information about their views and experiences of a topic.

• Focus group interviewing is particularly suited for obtaining several perspectives about the same topic.

• The benefits of focus group research include gaining insights into people’s shared understandings of everyday life and the ways in which individuals are influenced by others in a group situation.

• Problems arise when attempting to identify the individual view from the group view, as well as in the practical arrangements for conducting focus groups.

• The role of the moderator is very significant. Good levels of group leadership and interpersonal skill are required to moderate a group successfully.

• an interactive group discussion led by a moderator

• unstructured (or loosely structured) discussion where the moderator encourages the free flow of ideas

• usually 8 to 12 members in the group who fit the profile of the target group or consumer but may consist of two interviewees (a dyad) or three interviewees (a triad) or a lesser number of participants (known as a mini-group)

• usually last for 1 to 2 hours

• usually recorded on video/DVD

• may be streamed via a closed streaming service for remote viewing of the proceedings

• the room usually has a large window with one-way glass - participants cannot see out, but the researchers can see in

• inexpensive and fast

• can use computer and internet technology for on-line focus groups

• respondents feel a group pressure to conform

• group dynamics is useful in developing new streams of thought and covering an issue thoroughly.