Focus group

A focus group interview is a qualitative research method.

It involves a planned sample of participants who are selected for who they are or their experience. Finding participants can be time consuming. This can be done by word of mouth, through the use of key informants, by advertising, or through existing social networks. Incentives, whether gift vouchers or presents, may need to be offered to encourage participation. The possible longer term benefit to groups the participant belongs too, may in some cases be seen as an incentive in itself. Focus groups can be defined as in-depth qualitative interviews or organised discussions held with a small number of carefully selected individuals brought together to discuss a particular topic, so a researcher can gain information about their views and experiences of a topic. Focus groups originated in marketing research and are now also widely used in social research. Focus groups allow a researcher to draw upon respondents’ attitudes, feelings, beliefs, experiences and reactions. Focus groups • Provide qualitative data • Group discussion data • Focus on process and on interaction (Saha, 2006)

Focus group and other research methods

Focus groups are used as a research method for research projects and can be combined with other methods such as individual interviews, participant observation, surveys (Saha, 2006). Focus groups can help explore or generate hypotheses, develop questions or concepts for questionnaires and interview guides (Gibbs, 1997)

Focus groups and interviews

• Supplementary techniques can strengthen the total research project
• Focus groups as starting point for constructing an interview schedule
• Individual interviews can help construct focus groups

Focus groups and observation

A focus group interview can provide an initial exposure to the behaviours the researcher is about to observe (Saha, 2006).

Focus groups and surveys

A focus group interview can help generate the questions for a survey. Focus groups can also serve to explore aspects of the analysis of survey data (Saha, 2006)

How many participants in a focus group?

Gibbs (1997) recommends 6 to 10 participants, while Saha (2006) suggest 6-12 participants. Some conduct focus groups with as much as 15 participants, some with a little as 4 participants. These are not ideal figures.

Who should be selected?

• Participants are usually homogenous - but if the group is too homogenous with regard to specific characteristics, diverse opinions and experiences may not be revealed.
• Sometimes differentiate by gender. religion etc..
• Ideally they should not know each other too well
• Not in any kind of power relationship, participants need to feel comfortable with each other

How often do they meet and for how long?

Some studies only have one meeting with each group, other meet a group more than once. Focus group sessions usually last from one to two hours.

How many groups?

The general rule is that you set up sufficient number of groups to reach 'saturation'. For most projects this means 3 to 5 groups.

Where to meet?

Focus group meetings can be held in a variety of places, for example, people's homes, rented facilities, meeting rooms. Try to choose a neutral location to avoid either negative or positive associations with a particular site or building (Powell & Single 1996 cited in Gibbs 1997).

The focus groups moderator/facilitator:

• Must have training practice
• Must provide clear explanations of the purpose of the group
• Must ensure participation is voluntary
• Must set out ground rules for discussion
• Must explain how long the discussion will last
• Must explain how and why members were chosen
• Must explain how the discussion will be recorded
• May give summary at the end (keeps the group focussed on the topic)
• Must be prepared to adjust style to fit group
• Must not dominate the group (helps people feel at ease)
• Ensures everyone participates (avoids giving personal opinions)
• Moves things forward when the conversation is drifting

You may want to involve more than one moderator, but be clear as to who does what. It can be very useful to have someone taking notes and check the recording.

The questions

• Open ended (never yes or no questions)
• No leading questions (to avoid bias)
• Carefully sequenced questions (less sensitive questions first)
• Encourage discussion/interaction between participants
• If necessary challenge participants
• If necessary probe for details

Recording the focus group

Record seating arrangements: by video, tape, manually, using multiple methods.

Advantages of focus groups

• Provides wide range of information on short time
• Can explore unanticipated topics
• Does not require complex sample
• May benefit participants as it can be an opportunity to be involved in decision making processes

Disadvantages/limitations of focus groups

• Participants express their own definitive individual view, in a specific context, within a specific culture. This has to be taken into account by researcher.
• Focus groups can be difficult to assemble
• Some people may find it hard to trust groups with sensitive or personal information/not fully anonymous
• Neither random nor representative
• The quality of data depends a lot on the moderator

Analysis of focus group data

• Focus is on group discussion or interaction, so the process of arriving at consensus or lack of consensus is important
• Identify themes in discussion
• Use multiple sequential quotes rather than isolated quotes
• Interpretation: what is the deviant case
• Logical analysis

Resources

• Gibbs, Anita (1997), 'Focus Groups', Social Research Update, Issue 19 Winter 1997, Department of Sociology, University of Surrey, England. Available at the link.
• Krueger, Richard A. (1994). Focus groups: a practical guide for applied research (2nd ed). Thousand Oaks, Calif.: Sage Publications, c1994. UC LIBRARY - H62.K72 1994
• Morgan, David L. (1988). Focus groups as qualitative research.Newbury Park, Calif. : Sage Publications, c1988. In the library at H61.28.M67 1988
• Morgan, David L. (1983). Successful focus groups: advancing the state of art. Newberry Park: Sage publications.
• Saha, Larry (2006), Focus groups: interviewing and data analysis, Notes from a workshop provided on 31 January 2006 at part of the Inter-University Research Workshop Program (UC)
• Stewart David W, Prem N. Shamdasani and Dennis W. Rook (2007), Focus groups: theory and practice, Thousand Oaks : SAGE Publications . Available at UC Library H61.28.S74 2007