3. .
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What is focus group?
-Focus groups are a data gathering technique used in qualitative
research methodology employed to gain rich insight into attitudes and
behaviors.
- A focus group is a research technique used to collect data
through group interaction. The group comprises a small number of
carefully selected people who discuss a given topic. Focus groups are
used to identify and explore how people think and behave.
4. 4
• Formerly it was referred as “focused interviews.”
• The focus group as a technique was first developed in the 1920s, mainly to help develop
survey questionnaires, although also for other purposes of social research.
• In the 1940s, Robert Merton and Paul Lazarfield used the technique for group
interviewing people about their reactions to war time (world war II) radio programs.
• From that time until the 1970s, focus groups were mainly used in market research, for
such matters as brand images, packaging and product choice.
5. definitions
Henderson, Naomi R., 2009
“A focus group is a form of qualitative research in which a group of people are asked
about their perceptions, opinions, beliefs and attitudes towards a product, a service,
concept, advertisement, idea, or packaging”
Focus Groups: A Practical Guide for Applied Research by Krueger
“Focus group interviews typically have five characteristics or features: (a) people, who
(b) possess certain characteristics, (c) provide data (d) of a qualitative nature (e) in a
focused discussion.”
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6. CHARACTERISTICS
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1 2
3 4 5 6
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8
Natural
Setting Interactions
Sample
Size
Identify
how, why,
what.
Multiple
perspectives
Role of
moderator
Rich and
Detailed
view
Interpretivist
theoretical
perspective
7. “
1. Dual-moderator focus group
2. Two-way focus group
3. Mini focus group
4. Focus groups with clients
5. Dueling-moderator focus groups
6. Online focus group
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Types of focus group
8. 1. Dual-moderator focus group
In this particular context, the focus group is
managed by two moderators. As a general
rule, the first moderator ensures that the
session runs smoothly and that all
respondents present participate. The second
moderator focuses on making sure that the
discussion has covered all the topics to be
discussed.
.
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9. 2. Two-way focus group
This method consists of conducting
two focus groups simultaneously,
each with its moderator. The first
group explores a given topic, while
the second group observes the first
group and comments on the
interactions.
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10. 3. Mini focus group
Here, the group comprises 4 to 5
participants, whereas traditional focus
groups include 6 to 12 participants. This
allows for a more private, “intimate”
atmosphere, where respondents are
more likely to open up. This type of
focus group is particularly well suited to
exploring and discussing sensitive
subjects.
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11. 4. Focus groups with clients
In this context, one or more clients
participate in the focus group,
either openly or covertly.
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13. 6. Online focus group
These groups employ online mediums to
gather opinions and feedback. There are
three categories of people in an online focus
panel: observer, moderator, and respondent.
Types of online focus group:
⊹Teleconference focus groups
⊹Videoconference focus groups
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14. Steps for conducting
Focus Group
1) Identify purpose/information needed
2) Define your target audience
3) Develop 5-6 broad, open-ended questions
4) Recruit (& confirm) participants
5) Location, time, potential incentives
6) Conduct the focus groups
7) Analyze and summarize data
15. Before you can start gathering
participants, it’s important to
understand why you’re
organizing the focus group.
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1) Identify purpose/information
needed
16. Demographics to consider
include gender, age range,
ethnicity, sexual orientation,
postcode, religion,
relationship and family status,
education level, income level,
and hobbies.
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2) Define your
17. The purpose of a focus group discussion is
to stimulate rich conversation so it’s
important to ensure engagement
questions for focus groups are open-
ended, with no particular answer implied.
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3) Develop 5-6 broad, open-
ended questions
18. 4) Recruit (& confirm) participants
The ideal size for a focus group is 10 to 15 people –
any more than that and not everyone will have
the chance to provide proper input.
19. 5) Location, time, potential incentives
One does not require a fancy venue for your focus
group – simply somewhere that is easy to find
and access.
20. 6) Conduct the focus groups
Now it is the time to conduct the focus
group discussion. Every step should be
followed to get the ideal results.
21. 7) Analyze and summarize data
After the event, conduct your focus group
data collection by transcribing the answers
from the recording, cutting out anything
unnecessary.
Finally, you should write a report outlining
the major findings and conclusions, as well
as the subsequent recommendations for
your event or product.
22. Advantages
⊹ Wider range of information
⊹ Snowballing – One person’s comments trigger a
response from another person.
⊹ Security
⊹ Ideas may arise out of the blue.
⊹ Specialization – use of highly trained interviewer.
⊹ Flexibility in the topics covered.
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23. Disadvantages
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1. Misuse
2. Misjudge
3. Difficult to code, analyze and interpret.
4. Not representative of the general population
5. Personal opinions may distort the result.
6. Restricting
7. Dominant point of view.
