S u r vey designers use focus groups to pre t e s t their ideas and to interpret the quantitative i n f o r mation obtained from interv i e w i n g. We collected the postimplementation data from five focus groups and one dyad interview at the five eds 612 months postimplementation of the cp. These interviews can be as small as four participants and sometimes as large as ten, but i would recommend keeping a focus group interview between four and eight participants. Focus group and interview participants social research. My interest in the focus group interview as a research method can be traced. Focus group interview definition marketing dictionary. A focus group is a form of research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, or idea. Focus group is a type of indepth interview accomplished in a group, whose meetings present characteristics defined with respect to the proposal, size. Mar 22, 2008 this paper explores the most common methods of data collection used in qualitative research. The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company. Focus group studies are commonly used in social and behavioral research to bring out insights and understandings that regular questionnaires or individual interviews may not offer. Focus group methods emerged in the 1940s with the work of merton and fiske who used focus groups to conduct audience. Online focus groups and qualitative research in the social.
Th e course does not aim to cover all the aspects of interviewing and focus groups, but rather it is designed to provide an overview of these methods, as well as some practical tools. Focus groups explicitly use group interaction as part of the method kitzinger 1995. Sometimes researchers decide to go with an indepth interview because its easier to recruit participants to commit to an interview rather than a focus group. Expressions other than those in verbal form such as gestures and stimulated activities can provide researcher with useful insights. We conducted the postimplementation focus groups and dyad interview via telehealth videoconferencing. This publication, introduction to conducting focus groups, is the fifth in a series of guides developed to bring information to this audience about the use of social science tools in their field of work. A focus group is an interview, conducted by a trained moderator among a small group of respondents. When focus group participants are genuinely engaged in the study and the moderator is sufficiently skillful, the outcome can be clarity about major themes. It typically consists of a facilitator who runs the group, sometimes a cofacilitator or note taker, and 6 to 10 participants. Focus group discussion is frequently used as a qualitative approach to gain an in. However, there are also some pitfalls to the focus group interview that need to be carefully identified and. A wellorganized study first seeks to understand what, precisely, the client is hoping to achieve in its market testing. The environment is interactive where the participants are free to discuss with each other. Use of focus groups association of leadership educators.
Sometimes it takes listening to the opinions of others in a small and safe group setting before they form thoughts and opinions. The focus group is the collaboration of people who come together to make an opinion, put forth their belief and perspective for the product or service initiate, in the company. The paper examines each method in detail, focusing on how they work in. Basically, focus groups are interviews, but of 610 people at the same time in the same group. The unit or department at the university of arizona is conducting a program assessment under the supervision of insert responsible party, director, etc. Th ese techniques are commonly used in policy research and are applicable to many research questions. Best practices in research evaluation what is a focus group.
Focus group interview is one of the valuable tools for collecting qualitative data. The interview results in a wealth of data that can be applied in many different ways. Focus group is a type of indepth interview accomplished in a group, whose meetings present characteristics defined with respect to the proposal, size, composition, and interview procedures. Public agencies find focus groups an import a n t tool in improving customer serv i c e. Bryman 16,17,18,19 qualitative research focus group. Questions are asked in an informal group setting where participants are free to talk with other group. This paper uses the definition of focus group as a controlled group discussion, on the basis that the group interaction generated through discussion is of prior importance to this. The difference for the focus group interview protocol is that, while qualitative researchers will often create a list of questions and continue moving down the line, focus group interviews utilize what are known as prompts.
This dynamism allows better results in terms of information derived by a focus group. The clients and moderator develop this guide together. Focus groups were originally called focused interviews or group depth interviews. The focus groups are a kind of interview conducted by the experienced and professional moderators among the groups of participants and the respondents. A focus group usually gather around 8 participants for 2 hours. Jan 15, 2018 just like with any other type of interview, focus group interviews utilize an interview protocol. Focus groups is type of group interview designed to explore peoples attitudes. They are a very common technique but are can be poorly executed unless well planned and facilitated.
Focus groups are similar to, but should not be confused with indepth interviews. Focus groups qualitative research guidelines project. A focus group is a small, but demographically diverse group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population. The discussions on the important topic are done by the experts in the focus groups. It can be used to find out what issues are of most concern for a community or group when little or no information is available. Pulling together a focus group is more than just asking random people to come sit in a room for a few hours and answer questions. Others have chosen to run focus groups for departments or groups where hot spots have. Start studying focus group interviews for qualitative research. With the logistics completed, the research team can prepare for the focus group. Focus group and interview participants social research centre. Focus group definition of focus group by merriamwebster. The process begins with identifying the main aim and defining the. Sound conversational use words participants would use are easy to understand are clear are short. The purpose of the study is to examine insert topic of study.
This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. The focus group interview process involves a tremendous amount of planning prior to the facetoface contact with the group participants, but actually conducting the focus interviews is the key part of the process. Focus groups have advantages for researchers in the field of health and medicine. Data is collected through a semistructured group interview process. By definition, the qualitative research is designed to investigate the quality of. Combining individual interviews and focus groups to enhance. Focus group is defined as a small group of carefully selected participants who contribute in open discussions for research about a new product or a feature update or any other topic to generalize the results from this concentrated discussion to the entire population. Guidelines for conducting a focus group surveys assume that people know how they feel. Fgds are a predetermined semistructured interview led by a skilled moderator. What are focus group interviews and why should i conduct. Pdf in recent years focusgroup interviews, as a means of qualitative data collection.
Following are the main advantages of focus group discussion in research. The moderator raises issues identified in a discussion guide and uses probing questions to solicit opinions. Focus groups overview the focus group is an exploratory research method used to help researchers gather in. Complex subject matter and knowledgeable respondents. I will evaluate the effectiveness of focus groups as a research method. Pdf self reflection of focus groups as an appropriate. A practical guide to focusgroup research rosanna l. Focus groups are generally used to collect data on a specific topic. Focus group interviews for qualitative research flashcards. A focus group discussion is a qualitative data collection method that engages 6 to 12 peoplewith shared characteristics pertinent to the specific discussion topicand is led by a trained facilitator. It is a form of qualitative research consisting of interviews in which a group of people are asked. Focus group interview is a tool for qualitative market research where a group of people are selected and asked about their opinion or perceptions about a particular topic.
Marketing firms use focus groups to determ i n e how customers respond to new pro d u c t s. Guiding conversations practice interview focus group complex subject matter and knowledgeable respondents, promote discussion between participants on a specific topic when interviewing one person at. Jan 11, 2018 focus group discussion can be utilised within a suite of techniques in a multi. You should make an effort to engage everyone in the group when you are asking or answering questions. Questions should be carefully planned but appear spontaneous during the interview. The shared characteristics may relate to a particular problem, livelihoods occupation, age, social group, place of residence, experience of. Nov 23, 2010 today, more and more people using focus groups and group interviews as a powerful tool to gather information, test new ideas and evaluate services. The two approaches to focus group data collection have methodological contribution to the current evidence base of focus groups in qualitative health services research. Difference between group interviews and focus groups. Two approaches to focus group data collection for qualitative. Generate and pretest an interview guide the interview guide sets the agenda for the focus group discussion by establishing the research questions to be addressed in the focus group. Advantages and disadvantages of focus groups in research. Focus group interviewing richard krueger 4 beginning the focus group discussion the first few moments in focus group discussion are critical.
If youve ever participated in a wellrun focus group youd probably say it felt very natural and comfortable to be talking with a group of strangers. One aspect that is often overlooked is the speaking times differences between focus groups and interviews. Indepth interview participants have the undivided attention of the interviewer, and subject matters can be explored in more detail. Dvhsc conducted 12 countywide focus groups in 2017. One person is the facilitator and the other is the note taker. Focus group interviews are interviews you conduct with a group of participants to collect a variety of information. Focus groups authored by david mchugh distinctions between focus group and group interview techniques focus groups typically emphasize a specific theme or topic that is explored in depth, whereas group interviews often span very widely group interviews, unlike focus groups, are often carried out to save time and money by carrying out interviews. A focus group interview is a method of research involving a small group of people who are interviewed on a subject of interest to the researcher. A moderator must be identified who is familiar and comfortable with the group process and one who can keep the participants on target. A microanalysis of the information that emerges from the study is not as easy to achieve through focus group methods.
How some authors have defined focus groups or the focus group interview morgan. Focus group research focus group in qualitative research. Abstract focus group discussion is frequently used as a qualitative. An individual interview is usually around 4560 minutes.
These proposed approaches to focus group data collection yielded strong participation rates, rich qualitative data, and cost savings. It is focused on a specific area of interest that allows participants to discuss the topic in greater detail. Focus groups originated in sociology merton and kendall 1946 were. It enables indepth discussions and involves a relatively small number of people. Focus groups can be integrated into an overall study design or can occur individually when a specific topic is being explored. The disadvantages of using focus group discussion are as follows. Focus group definition is a small group of people whose response to something such as a new product or a politicians image is studied to determine the response that can be expected from a larger population. A focus group discussion or fgd is a qualitative research method in the social sciences, with a particular emphasis and application in the developmental program evaluation sphere. Questions are asked in an informal group setting where participants are free to talk with other group members. Dont show surprise or annoyance when faced with a group interview. My own preference morgan, 1996 is for a more inclusive approach that broadly defines focus groups as a research technique that collects data through group interaction on a topic determined by the researcher. Online focus groups and qualitative research in the social sciences. It is important to have a note taker to record the focus group feedback.
The interviews are conducted in form of a panel and group discussions are held. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. A focus group interview has several important features. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. Mar 16, 2020 a focus group interview is a method of research involving a small group of people who are interviewed on a subject of interest to the researcher.
This paper explores the most common methods of data collection used in qualitative research. Some organisations use the demographic categories length of service in the organisation, department, etc that appear within the analysis tool or other surveys, to invite the different groups to attend the focus groups. A focus group is a focused discussion group that follows a structured questioning. It is conducted in the presence of a moderator who will ensure the results are.
For best results, a focus group session should include around five or six questions. This paper explores the possibility of expanding the focus group interview into the field of english as a second language esl, where this research methodology is yet to be thoroughly explored. A focus group discussion involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. This brief includes a basic overview of focus groups. How to conduct a successful focus group discussion atlan. Planning the focus group process the first step in conducting a focus group interview is to determine the purpose of the study and whom should be studied. Interaction is a unique feature of the focus group interview. Breen faculty of education, university of technology, sydney, australia abstract this article guides readers through the decisions and considerations involved in conducting focus group research. Methods of data collection in qualitative research. Participant demographics for the postimplementation focus groups are described in table 5. Prepare for the group interview by making a list of interview questions that you may be asked and practicing how you might answer them. Focus group interviews are a qualitative research method that consist of a carefully designed.
Focus group interview as a tool for qualitative research. The integration of focus group and individual interview data made three main contributions. A focus group interview is a data collection technique in which a small group of people, usually between six and twelve individuals, is guided by a moderator to discuss specific topics in a structured way. Divide 2 hours 120 minutes by 8 and you obtain 15 minutes speaking time per participant in a focus group vs. The moderator asks broad questions to elicit responses and generate discussion among. Engaging in this type of research, from an irb perspective, requires certain considerations and safeguards to protect participants.
Focus groups are a form of qualitative research that is commonly used in product marketing and marketing research, but it is a popular method within sociology as well. Wherever possible, there should be a focus group team. The interview guide sets the agenda for the focus group discussion by establishing the. The interview is conducted informally and naturally where respondents are free to give views from any aspect. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a. Focus group instructional guidelines from an irb perspective.
The moderator uses a discussion guide that has been. Name of method focused semistructured interviews brief outline of method this technique is used to collect qualitative data by setting up a situation the interview that allows a respondent the time and scope to talk about their opinions on a particular subject. In focus group discussion participants are free to. Paul lazarsfeld and others later introduced this technique in marketing morgan, 1988. The focus group interview and other kinds of group activities. Before launching into sections on how to set up focus groups, designing the focus group interview schedule, overcoming ethical issues, conducting the pilot study and analysing focus group data, it is advisable to start by working through the decisionmaking process that determines the appropriateness of the adoption of a focus group methodology. Barbour 1999, it is possible to establish a working definition. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Throughout this reflection, i will be referencing my own experience of conducting a focus group session within a group project and discussing the literature that grounded my.
It is a form of qualitative research where questions are asked about their perceptions attitudes, beliefs, opinion or ideas. What you didnt know perhaps were the many hidden structures behind it all. It is an inexpensive and fast method of acquiring valuable data. This paper uses the definition of focus group as a controlled group discussion, on the basis that the group interaction generated through discussion is of prior importance to this methodology.
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