Fgds are a predetermined semistructured interview led by a skilled moderator. This paper explores the most common methods of data collection used in qualitative research. 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. Focus group research focus group in qualitative research.
With the logistics completed, the research team can prepare for the focus group. A focus group usually gather around 8 participants for 2 hours. Indepth interview participants have the undivided attention of the interviewer, and subject matters can be explored in more detail. Following are the main advantages of focus group discussion in research. Complex subject matter and knowledgeable respondents. The shared characteristics may relate to a particular problem, livelihoods occupation, age, social group, place of residence, experience of. Two approaches to focus group data collection for qualitative. 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. Online focus groups and qualitative research in the social. 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 where questions are asked about their perceptions attitudes, beliefs, opinion or ideas.
Focus group interviews for qualitative research flashcards. Combining individual interviews and focus groups to enhance. Focus groups overview the focus group is an exploratory research method used to help researchers gather in. Focus groups are similar to, but should not be confused with indepth interviews. You should make an effort to engage everyone in the group when you are asking or answering questions. A focus group is a focused discussion group that follows a structured questioning. In focus group discussion participants are free to.
Mar 22, 2008 this paper explores the most common methods of data collection used in qualitative research. 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. This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. This dynamism allows better results in terms of information derived by a focus group. An individual interview is usually around 4560 minutes. Pdf self reflection of focus groups as an appropriate. A focus group discussion involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. 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. Focus group discussion is frequently used as a qualitative approach to gain an in.
Difference between group interviews and focus groups. A focus group interview has several important features. Focus groups have advantages for researchers in the field of health and medicine. Focus groups were originally called focused interviews or group depth interviews. It enables indepth discussions and involves a relatively small number of people. Use of focus groups association of leadership educators. Focus group interviewing richard krueger 4 beginning the focus group discussion the first few moments in focus group discussion are critical. 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. The purpose of the study is to examine insert topic of study. What are focus group interviews and why should i conduct.
It typically consists of a facilitator who runs the group, sometimes a cofacilitator or note taker, and 6 to 10 participants. These proposed approaches to focus group data collection yielded strong participation rates, rich qualitative data, and cost savings. Focus group interview is one of the valuable tools for collecting qualitative data. Sometimes it takes listening to the opinions of others in a small and safe group setting before they form thoughts and opinions. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. The interviews are conducted in form of a panel and group discussions are held. A microanalysis of the information that emerges from the study is not as easy to achieve through focus group methods. Others have chosen to run focus groups for departments or groups where hot spots have. The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company. 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. A wellorganized study first seeks to understand what, precisely, the client is hoping to achieve in its market testing. The moderator uses a discussion guide that has been. By definition, the qualitative research is designed to investigate the quality of. My interest in the focus group interview as a research method can be traced.
A moderator must be identified who is familiar and comfortable with the group process and one who can keep the participants on target. How some authors have defined focus groups or the focus group interview morgan. The paper examines each method in detail, focusing on how they work in. Focus groups qualitative research guidelines project. Data is collected through a semistructured group interview process. We conducted the postimplementation focus groups and dyad interview via telehealth videoconferencing. Sound conversational use words participants would use are easy to understand are clear are short. Focus groups is type of group interview designed to explore peoples attitudes. I will evaluate the effectiveness of focus groups as a research method. 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. Focus group methods emerged in the 1940s with the work of merton and fiske who used focus groups to conduct audience.
Questions are asked in an informal group setting where participants are free to talk with other group members. Th ese techniques are commonly used in policy research and are applicable to many research questions. 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. 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. Methods of data collection in qualitative research. Focus groups originated in sociology merton and kendall 1946 were. Participant demographics for the postimplementation focus groups are described in table 5. 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. This brief includes a basic overview of focus groups.
Wherever possible, there should be a focus group team. Focus group interview definition marketing dictionary. We collected the postimplementation data from five focus groups and one dyad interview at the five eds 612 months postimplementation of the cp. The interview results in a wealth of data that can be applied in many different ways. Prepare for the group interview by making a list of interview questions that you may be asked and practicing how you might answer them.
Advantages and disadvantages of focus groups in research. Focus group and interview participants social research. 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. 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.
How to conduct a successful focus group discussion atlan. Expressions other than those in verbal form such as gestures and stimulated activities can provide researcher with useful insights. 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. Jan 15, 2018 just like with any other type of interview, focus group interviews utilize an interview protocol. The environment is interactive where the participants are free to discuss with each other. Questions should be carefully planned but appear spontaneous during the interview. It is focused on a specific area of interest that allows participants to discuss the topic in greater detail. 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. Focus groups explicitly use group interaction as part of the method kitzinger 1995. The interview is conducted informally and naturally where respondents are free to give views from any aspect.
The process begins with identifying the main aim and defining the. Basically, focus groups are interviews, but of 610 people at the same time in the same group. What you didnt know perhaps were the many hidden structures behind it all. Abstract focus group discussion is frequently used as a qualitative.
Focus group interview as a tool for qualitative research. The focus groups are a kind of interview conducted by the experienced and professional moderators among the groups of participants and the respondents. The focus group interview and other kinds of group activities. Jan 11, 2018 focus group discussion can be utilised within a suite of techniques in a multi. Focus group interviews are interviews you conduct with a group of participants to collect a variety of information. The unit or department at the university of arizona is conducting a program assessment under the supervision of insert responsible party, director, etc. When focus group participants are genuinely engaged in the study and the moderator is sufficiently skillful, the outcome can be clarity about major themes. The moderator raises issues identified in a discussion guide and uses probing questions to solicit opinions. 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. Focus group definition of focus group by merriamwebster.
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. Public agencies find focus groups an import a n t tool in improving customer serv i c e. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a. 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. 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. Start studying focus group interviews for qualitative research. 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.
Dont show surprise or annoyance when faced with a group interview. The discussions on the important topic are done by the experts in the focus groups. Online focus groups and qualitative research in the social sciences. 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. 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. 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. One aspect that is often overlooked is the speaking times differences between focus groups and interviews. Guidelines for conducting a focus group surveys assume that people know how they feel. 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. Focus group and interview participants social research centre. Focus groups are generally used to collect data on a specific topic.
It is important to have a note taker to record the focus group feedback. Dvhsc conducted 12 countywide focus groups in 2017. The moderator asks broad questions to elicit responses and generate discussion among. 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 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. 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. 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. The two approaches to focus group data collection have methodological contribution to the current evidence base of focus groups in qualitative health services research. It is an inexpensive and fast method of acquiring valuable data. Paul lazarsfeld and others later introduced this technique in marketing morgan, 1988. Focus groups can be integrated into an overall study design or can occur individually when a specific topic is being explored.
Coworkers and friends are more comfortable in voicing views in each others company than on their own with the researcher. It is conducted in the presence of a moderator who will ensure the results are. 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. They are a very common technique but are can be poorly executed unless well planned and facilitated. The clients and moderator develop this guide together. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. However, there are also some pitfalls to the focus group interview that need to be carefully identified and. Divide 2 hours 120 minutes by 8 and you obtain 15 minutes speaking time per participant in a focus group vs. 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. 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.
The interview guide sets the agenda for the focus group discussion by establishing the. 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. For best results, a focus group session should include around five or six questions. 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. Focus group is a type of indepth interview accomplished in a group, whose meetings present characteristics defined with respect to the proposal, size. 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. Interaction is a unique feature of the focus group interview. It is a form of qualitative research consisting of interviews in which a group of people are asked. 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.
The disadvantages of using focus group discussion are as follows. Pdf focus group interview and data analysis researchgate. 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. Pdf in recent years focusgroup interviews, as a means of qualitative data collection. Focus group interviews are a qualitative research method that consist of a carefully designed. 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. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Barbour 1999, it is possible to establish a working definition. 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.
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