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- The primary purpose of a focus group interview is to gather qualitative insights from people with specific knowledge of a particular topic or product. Other purposes of focus groups include: Identifying how people use products Testing new ideas Understanding customer needs Understanding customers' dissatisfaction with certain products
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Focus groups are a particular and special form of interviewing in which the interview asks focused questions of a group of persons, optimally between five and eight. This group can be close friends, family members, or complete strangers.
Jul 29, 1995 · This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results.
- Jenny Kitzinger
- 1995
- What Is A Focus Group?
- Step 1: Choose Your Topic of Interest
- Step 2: Define Your Research Scope and Hypotheses
- Step 3: Determine Your Focus Group Questions
- Step 4: Select A Moderator Or Co-Moderator
- Step 5: Recruit Your Participants
- Step 6: Set Up Your Focus Group
- Step 7: Host Your Focus Group
- Step 8: Analyze Your Data and Report Your Results
- Other Interesting Articles
Focus groups are a type of qualitative research. Observations of the group’s dynamic, their answers to focus group questions, and even their body language can guide future research on consumer decisions, products and services, or controversial topics. Focus groups are often used in marketing, library science, social science, and user research disci...
Focus groups are primarily considered a confirmatory research technique. In other words, their discussion-heavy setting is most useful for confirming or refuting preexisting beliefs. For this reason, they are great for conducting explanatory research, where you explore why something occurs when limited information is available. A focus group may be...
Once you have determined that a focus group is the right choice for your topic, you can start thinking about what you expect the group discussion to yield. Perhaps literature already exists on your subject or a sufficiently similar topic that you can use as a starting point. If the topic isn’t well studied, use your instincts to determine what you ...
The questions that you ask your focus group are crucially important to your analysis. Take your time formulating them, paying special attention to phrasing. Be careful to avoid leading questions, which can affectyour responses. Overall, your focus group questions should be: 1. Open-ended and flexible 2. Impossible to answer with “yes” or “no” (ques...
It is important to have more than one moderator in the room. If you would like to take the lead asking questions, select a co-moderator who can coordinate the technology, take notes, and observe the behavior of the participants. If your hypotheses have behavioral aspects, consider asking someone else to be lead moderator so that you are free to tak...
Depending on your research topic, there are a few sampling methodsyou can choose from to help you recruit and select participants. 1. Voluntary response sampling, such as posting a flyer on campus and finding participants based on responses 2. Convenience sampling of those who are most readily accessible to you, such as fellow students at your univ...
A focus group is not just a group of people coming together to discuss their opinions. While well-run focus groups have an enjoyable and relaxed atmosphere, they are backed up by rigorous methods to provide robust observations.
Consider conducting a tech check prior to the arrival of your participants, and note any environmental or external factors that could affect the mood of the group that day. Be sure that you are organized and ready, as a stressful atmosphere can be distracting and counterproductive.
After concluding your focus group, you and your co-moderator should debrief, recording initial impressions of the discussion as well as any highlights, issues, or immediate conclusions you’ve drawn. The next step is to transcribe and clean your data. Assign each participant a number or pseudonym for organizational purposes. Transcribe the recording...
If you want to know more about statistics, methodology, or research bias, make sure to check out some of our other articles with explanations and examples.
- Content Manager
- Scribbr
Focus groups encourage participant interaction, provide in-depth qualitative data, and require skilled facilitators. On the other hand, group interviews offer a more structured environment, allow for a larger sample size, and can provide both qualitative and quantitative data.
May 26, 2022 · The focus group interview is a strategy that researchers use across all disciplines from marketing to education and cultural studies. Facilitating a focus group interview is challenging even...
Nov 10, 2019 · A focus group interview is described as “a carefully planned discussion designed to obtain perceptions on a defined area of interest in a permissive, non-threatening environment” (Krueger & Casey, 2009, p. 2).
Oct 5, 2018 · Key Points. Highlights that qualitative research is used increasingly in dentistry. Interviews and focus groups remain the most common qualitative methods of data collection. Suggests the advent...
