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 are used in business research all the time. Online focus groups and qualitative research in the social. Focus group interviewing richard krueger 4 beginning the focus group discussion the first few moments in focus group discussion are critical. Online focus groups and qualitative research in the social sciences. 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. Participate in a paid focus group, test new products, taste new snacks and beverages, watch new tv shows, take online surveys, and more. The focus group research method has been used in a variety of settings over the years. Focus group, qualitative research, group interview, data collection.
Hence, the moderators primarily aim to facilitate discussion, rather than to direct it. Introduction and history 3 participants are encouraged to talk to each other instead of answering the moderators questions. The first few moments in focus group discussion are critical. Advantages of focus groups include the possibility of obtaining primary data through nonverbal channels, as well as, verbal channels. Focus groups international journal for quality in health. Guidelines for conducting a focus group surveys assume that people know how they feel. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules. Pdf self reflection of focus groups as an appropriate.
Designing products by focus groups its really hard to design products by focus groups. This book gives considerable attention to analyzing and reporting focus group results. The participants in an online focus group are connected via the internet, and participation in a teleconference only requires access to a telephone. Join our panel today to begin receiving invitations for upcoming studies. Focus groups are led by a moderator who is responsible to ensure that group discussions remain focused on the research area. Focus group discussion is perceived to be a costeffective and promising. In this chapter, i will focus on the importance of the focus group method, its history, and its benefits and pitfalls.
The number of participants per focus group where reported. Group interviews are among the most common methods of research in the social sciences. Focus group research focus group in qualitative research. Discovering these issues can help determine which of a number of options is the preferred way forward, or to determine what are the concerns that would prevent a proposal going ahead. Focus group definition a focus group invites a small group of people to open discussions for research. They are relatively expensive to conduct because of the number of participants involved and will generally be used to deal with major usability or user experience issues for large groups of users. Focus groups have advantages for researchers in the field of health and medicine. A focus group is a part of marketing research technique. The focus group is an exploratory research method used to help researchers gather in depth, qualitative information of their participants attitudes and perceptions relating to concepts, products, services, or programs. The participants focus on a specific product, topic, political theme, political candidate or party. Questions are asked in an informal group setting where participants are free to. More detailed information can be found in the reference section below. Recommendations for both the number of focus groups and sample size vary. Conducting focus groups is easyish as long as you have a good moderator and observers.
Focus groups can be undertaken through different media. A focus group is a small set of six to ten people who usually share common characteristics such as age, background, geography, etc the set comes together to discuss a predetermined topic. How to conduct focus groups interaction design foundation. Among the more specific criteria that could be used to distinguish focus groups from other types ofgroup interviews, both frey and fontana 1989 and khan and manderson 1992 assert that focus groups are more formal. Categorize information the purpose is to give meaning to words and phrases. 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. Breen faculty of education, university of technology, sydney, australia abstract this article guides readers through the decisions and considerations involved in conducting focusgroup research.
Focus groups can help guide marketers in providing better goods and services. A focus group discussion involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. 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. As with any research study, the first stage in conducting a quality focus group is to define the study purpose. Focus group fundamentals isu extension store iowa state.
A practical guide to focusgroup research rosanna l. Much of the work presented here is taken from two sources. Focus group discussion is frequently used as a qualitative approach to gain an indepth understanding of. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. Topics covered in this publication include focus group basics, preparing for the focus group, developing effective questions, planning the focus group. The book examines every facet of focus group research, from selection and recruitment of group. Some theoretical and practical considerations, 5 3 article pdf available in international electronic journal for leadership in learning 5.
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. Introduction to conducting focus groups office for coastal. In market research, a focus group is a group of five to fifteen people. Marketing firms use focus groups to determ i n e how customers respond to new pro d u c t s. Theory and practice, second edition provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory. The practical organisation of focus groups organising focus group interviews usually requires more planning than other types of interviewing as getting people to group gatherings can be difficult and setting up appropriate venues with adequate recording facilities requires a lot of time. This paper introduces focus group methodology and discusses its relevance to those researching health care provision. I will evaluate the effectiveness of focus groups as a research method. When to use focus groups use focus groups when you want. Narrative information about opinions, experiences, beliefs or perceived norms. Pdf the use of focus group methodology in education. 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.
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. Focus groups have been used by large corporations to gather the publics opinions regarding their products. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a. The number of recommended sessions depends on the complexity of the study design and the target samples level of distinctiveness 1821. Focus groups aim to discover the key issues of concern for selected groups. A focus group is useful in analysing a topic or getting an opinion on a. You may want to have five to seven people in each focus group and then sitting slightly back from the.
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. A focus group is used in usability and user research to collect the opinions of a group of users. Focus group interview as a tool for qualitative research. Public agencies find focus groups an import a n t tool in improving customer serv i c e. Focus groups are used to test the public response to a wide variety of subjects, including marketing, research, products, services, entertainment, propaganda and policies.
Introduction to conducting focus groups, by noaa coastal services center, is a comprehensive introduction to key elements and practices that will increase the success of a focus group effort. Paid focus groups, interviews, and online surveys are legitimate ways to earn extra spending money. In focus group discussion participants are free to talk with other group. The use of focus groups is a research method that is intended to collect data, through interactive. The aim of this technique is to define the scope of the individual.
The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company. These discussions should be held in an environment that is nonthreatening and receptive. The method of using group interviews was described as long ago as 1926. Focus group and interview participants social research. The method aims to obtain data from a purposely selected group of. A lot of times, people dont know what they want until you show it. Focus groups purpose focus groups involve a series of guided discussions about specific topics with selected small groups, and are a way to obtain information about the needs in your community. Focus groups procedural guide this overview of procedures used in developing and implementing a focus group are just that an overview. A focus group is a small and typically diverse panel of people selected to survey for their opinions on a given subject. The aim of focus groups in social science research is to understand.
In this lesson, youll learn about focus groups, as well as their advantages and disadvantages. A test to verify the adequacy of focus groups consists of asking how active and easily the participants would discuss the topic of interest in the research morgan, 1988. S u r vey designers use focus groups to pre t e s t their ideas and to interpret the quantitative i n. Focus group definition of focus group by merriamwebster.
The focus group fg is one of the qualitative research methods to be utilized in the search for answers to such questions. It is a form of qualitative research where questions are asked about their perceptions attitudes, beliefs, opinion or ideas. Abstract focus group discussion is frequently used as a qualitative approach. Focus group discussion is frequently used as a qualitative approach to gain an in depth understanding of. Facetoface meetings are the most common, however, teleconference and online meetings are also possible and can be effective. As a qualitative data collection technique, the focus group has advantages over other qualitative methods, such as the indepth interview and the nominal group technique.
Th ese techniques are commonly used in policy research and are applicable to many research questions. This is the optimal size to promote discussion and enable the facilitator to keep the group on task. Pdf the focus group research method has been used in a variety of. This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results.
Imagine for a moment that focus group method was the only. Selection of focus groups we have requested that you run 2 focus groups, 1 group with middle class, educated people and another group with lower class, lesseducated rural people. The number of participants per focus group where reported ranged from. A focus group is most effective with 712 participants. However, should you feel that any subgroup within these two groups would be marginalised during the focus group discussion e. The hosting organization carefully selects participants for the study to represent the larger population theyre attempting to target. The sample for a focus group has individuals with characteristics of the overall population and can contribute to helping the research gain a greater understanding of the topic. Rather than individual responses to formal questions, focus groups have general discussions. Sometimes it takes listening to the opinions of others in a small and safe group setting before they form thoughts and opinions. Focus groups are a powerful qualitative research method which, especially when designed to be culturally responsive, facilitate collection of rich and authentic data. Focus groups generally utilize convenience sampling. Focus group discussion is frequently used as a qualitative approach to gain an indepth understanding of social issues.
It consists of a carefully selected group of participants between 5 and 10, in a comfortable environment with a skilled moderator facilitator who uses a script to ask questions of the group, the answers are recorded and then analyzed and reported to enable further decision making. C2960i november 19, 2018 evaluation briefs data collection methods for program evaluation. Focus group discussion is frequently used as a qualitative approach to gain an in. Detailed examples will be helpful to those who are just getting started in focus groups. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.