FOCUS GROUP DISCUSSION.pptx

MUNI UNIVERSITY
FACULTY OF EDUCATION
DEPARTMENT OF BIOLOGY
RESEARCH METHODS & DATA MGT
EDU3102
FOCUS GROUP DISCUSSION
COMPILED BY;
MBULAMAYE IVAN- 2001201017
mbulamayeivan07@gmail.com

1/29/2023 2

Introduction
• Focus Group Discussion (FGD) involves gathering people from
similar backgrounds or experiences together to discuss a specific topic
of interest.
• It is a form of qualitative research where questions are asked about
their perceptions, attitudes, beliefs, opinion or ideas.
• Participants are free to talk with other group members.
• FGD generally involves group interviewing in which a small group of
usually 6 to 10 people are involved.
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Cont.
• It is led by a moderator (interviewer) in a loosely structured discussion
of various topics of interest and includes a note taker.
• Should be between 60 and 90 minutes. If the FGD is shorter than 60
minutes, it is often difficult to fully explore the discussion topic and if it
is longer than 90 minutes, the discussion can become unproductive.
1/29/2023 4

Purposes of FGD
Gathering opinions, beliefs, and attitudes about issues of
study interest
Encouraging discussion about a particular topic
Providing an opportunity to learn more and deeply about a
topic or issue
Testing your theoretical assumptions
Interpreting quantitative research results
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Public attitudes (e.g.,
workplace equality,
social relations)
Personal behaviors
A new product being
introduced to the market
A political candidate
Research
topics for
FGD
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Organization of FGD
Before FGD
• Define the objectives.
• Establish a timeline.
• Identify the participants
• Generate the questions
• Develop a script/plan of the whole session
• Select a facilitator
• Choose the location
• Conduct the focus group.
During FGD
• Set the tone; participants should have fun and feel
good about the session.
• Make sure every participant is heard; draw out
quieter group members.
• Get full answers.
• Monitor time closely; don’t exceed time limits.
• Keep the discussion on track; try to answer all or
most of the questions.
• Head off exchanges of opinion about personal lives.
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After FGD; Interpret and
report results.
Summarize each meeting individually
Analyze the summaries
Write the report

Advantages of FGD
• Easy to setup
• Fast and relatively inexpensive
• Free and open discussion among the respondents results in generation
of new ideas that can be very useful for decision- making
• Expressions other than those in verbal form such as gestures and
stimulated activities can provide researcher with useful insights.
• Detailed information about personal and group feelings, perceptions
and opinions can be obtained.
1/29/2023 9

Cont.
• A focus group is not static and very flexible. The moderator can bring
any changes in order to better facilitate the discussion during the group
discussion allowing better results in terms of information derived by a
focus group.
• Captures real life data in a social environment
• Researcher can increase sample size for qualitative research
1/29/2023 10

Disadvantages of FGD
• Small, non-representative samples.
• Results are not projectable.
• Lack of anonymity (no protection of the privacy of those who
voluntarily participate)
• It might not accurately represent the views of the larger population
• Participants can feel pressured to conform to the views of the larger
group.
• Participants might intentionally lie about their views
1/29/2023 11

Cont.
• Moderator bias can creep into focus group activity either intentionally
or inadvertently (without intention).
• The data analysis is more difficult to be done.
• It is not based on a natural atmosphere (artificial environment).
• The researcher has less control over the data generated.
• It demands interviewers who are carefully trained.
• It takes effort to assemble groups.
1/29/2023 12

Cont.
• The discussion should be conducted in an atmosphere that facilitates
the dialogue.
• Capturing major issues can be difficult
• There will be increase in time and cost if in case more than one
language is used.
• Focus groups can vary (talkative, quiet, dull, dominating) and may
deviate from actual topic.
• Respondents may be reluctant to share some sensitive ideas and
concerns publicly.
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Cont.
• Some research topics are unsuitable for focus group environments. For
example, topics which are seen as too personal (such as living with
HIV/AIDS, sexuality, infertility).
• In institutional contexts (such as the workplace or schools), people
may be reluctant to express their opinions or discuss their personal
experiences in front of colleagues. If the objective of the research is to
generate in-depth personal narratives such as the experience of
infertility or illness, focus groups may not be appropriate.
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Cont.
• Offers a shallower understanding of an issue than those obtained from
individual interviews.
• In some focus groups, due to the presence of some group members,
the participants may feel to intimidate to speak.
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References.
• Bartunek, J. M., & Seo, M. G. (2002). Qualitative research can add
new meanings to quantitative research. Journal of Organizational
Behavior, 23(2), 237-242.
• Andrew, P., & Jonathan, T. (2006). Focus group method and
methodology: Current practice and recent debate. International
Journal of Research & Method in Education, 29, 23– 37.
1/29/2023 16

1/29/2023 mbulamayeivan07@gmail.com 17

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