Focus groups - created from Mind Map

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Is a form of qualitative method used to gather rich, descriptive data in a smallgroup format from participants who have agreed to ‘focus’ on a topic of mutual

Purpose

What is distinctive about focus groups?

The five ‘S’s of group interaction

Uses

What are focus-group interviews?

Address a specific topic, in depth; for elicit a wide range of opinions, attitudes, feelings or perceptions from a group of individuals who share some common experience

Focus groups rely for their success on the ways in which groups of people naturally engage in conversations.

ENCOURAGE THE INTERVIEW POSITIVELY

it is accepted that people have their own thoughts, feelings or opinions on a certain topic

Gaining access to those views, it is also generally accepted that a relatively informal meeting, with an environment conducive to self-expression, is held between people who share common interests and supervised by a -Moderator

Consequently, the intention is that the discussion will be richer, deeper and more honest and incisive than any interview with a single participant could produce

◆ sinergismo

◆ snowballing

◆ stimulation

◆ security

◆ spontaneity

It uses to conduct prior to the development of a questionnaire and/or interview schedule to help inform its design for example to identify the kinds of questions which provoke the greatest responses, as well as help to construct your questions in such a way that respondents fully understand what you mean by them.

Disadvantages of focus groups

ronically, the greatest strength of focus groups – their group dynamics and interactions – can also be the source of their greatest weakness. It would be remiss of us not to make you aware of the two most frequently cited limitations of focus group research.