Focus Group Research

Sonia Morán & Ying Wang

FG: constant decision making

HowWhat

When Why

• Quantitative or qualitative?

• Group interview?

• Dynamics, interaction

• Shared & individual characteristics

What are Focus Groups?

• Common uses

• Product or programme development

• Understanding ideas, attitudes, opinions

• Capture language used by participants

• Linking to other methods in your study

When can we use Focus Groups?

Research Purpose/s

Why Or… Why not to use Focus Groups?

Advantages

• Efficient data collection

• Range of views

• Limited researcher influence

• Replication of social interaction

• Debate

• Emerging issues

Difficulties

• Less confidential

• Less control

• Non-sensitive issues

• Power relations

• Quiet & dominant speakers

• Agreement

• … plan Focus Groups?

• … do Focus Groups?

• … analyse Focus Groups Data?

to …

Planning FGs • Size of FG

• Small vs. Large

• Number of FGs

• Research purpose• Resources available• Information saturation

• Composition of FGs• Participants’ characteristics & relationships

• Organising participants

• Setting

Doing FGs

• Stimuli• E.g. text, video…

• Moderator’s role• Researcher vs. Moderator• Involvement

• Moderating skills• Discussion & participants• Engaging & Balancing

Keep focus groups

focused

Technical support

Language

Ethics

Pilot study

Still more issues…

Within & Across Groups vs. Individuals

Codes & Emergent Themes

Frequency, Extensiveness & Intensity

Consistency, change & conflict

Construction of meaning & understanding

Analysing FGs data

Bloor, M., J. Frankland, M. Thomas and K. Robson. 2001. Focus groups in social research. London: SAGE.

Fern, E. 2001. Acvanced focus group research. Thousand Oaks, CA: SAGE.

Hennick, M.M. 2007. International Focus Group Research. Cambridge: Cambridge University Press

Krueguer, R. A. and Casey, M. A. 2009. Focus Groups: A Practical Guide to Applied Research. London: SAGE Publications Ltd

Litosseliti, A. 2003. Using Focus Groups in Research. London: Continuum

Morgan, D. 1997. Focus groups as qualitative research (2nd ed.). Thousand Oaks, CA: SAGE.

We recommend…

Questions (decision making) in all stages

Research Purpose Planning & anticipating Keep focus(ed) Enjoy!

Conclusion