FOCUS GROUPS

FOCUS GROUPS

1. Definition

   • An informal discussion where one person’s ideas bounce off another’s creating a chain reaction of informative dialogue

2. Purposes

   • To gather insight to, or raise awareness of, an issue or topic
   • To prepare for a larger study
   • To interpret previously obtained research results
   • To uncover complex
     • Attitudes
     • Behaviours
     • Motivations
     • Reactions
   • To develop new research questions and issues for further exploration
   • To obtain market research data
   • To develop understanding of consumers
   • To stimulate new ideas and creative concepts
   • To identify problems with existing services
   • To learn how respondents talk in their own words about your focus of interest

3. Procedure

   • 1. Establish the group
     • Reduced number of participants
     • Choose a group that pre-exists their research exercise
       • Teachers
       • Doctors
       • Supervisors
     • Choose strangers but who share something in common
   • 2. Develop your questions
     • Ask general and positive questions
     • Ask specific key questions that focus on your problem
     • Use probing questions
     • Make sure that the questions are consistent and respectful
     • Test the questions with colleagues or friends and review them where necessary
   • 3. Conduct the focus group
     • a. Opening section
       • The facilitator’s welcoming of the group
       • The purpose and context of the focus group are introduced
       • What a focus group is and how it will flow are explained, and presentations are made.
     • b. Question section
       • Where you ask the questions you have developed.
     • c. Closing section
       • Participants are thanked
       • Explain to the participants how the information collected will be used
   • 4. Analyse group data
     • Transcribe your interviews
     • Type up significant notes
     • Gather together transcripts, notes and other documents in a preliminary record
     • Cut-and-paste your data into
       • Themes
       • Patterns
       • Trends
     • Organise your categories into subcategories and arrange them in order of importance
     • Edit your data to remove any extraneous details and to ensure you reflect your interviews in a fair, balanced and accurate way

4. Advantages

   • It can collect general and complex program information in a short period of time
   • Allows accurate tracking of participant responses
   • Valuable information is accessed
   • Doesn't require participants to be literate
   • Provides an experience that participants enjoy while becoming interested in the conversation

5. Disadvantages

   • Data can be difficult to analyze and compare across subgroups
   • The opinions of extroverts can be misinterpreted from a common point of view
   • Participants may be reluctant to express their true feelings in front of the group.
   • It can be challenging to gather the required number of participants

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