Focus group research
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Focus Group Research. Sonia Morán & Ying Wang. FG: constant decision making. When. Why. What. How. What. are Focus Groups?. Quantitative or qualitative? Group interview? Dynamics, interaction Shared & individual characteristics. When. can we use Focus Groups?. Common uses

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Focus Group Research

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Focus group research

Focus Group Research

Sonia Morán & Ying Wang


Fg constant decision making

FG: constant decision making

When

Why

What

How


Focus group research

What

are Focus Groups?

  • Quantitative or qualitative?

  • Group interview?

  • Dynamics, interaction

  • Shared & individual characteristics


Focus group research

When

can we use Focus Groups?

  • Common uses

    • Product or programme development

    • Understanding ideas, attitudes, opinions

    • Capture language used by participants

  • Linking to other methods in your study

Research Purpose/s


Focus group research

Why

Or… Why not to use Focus Groups?

  • Advantages

  • Efficient data collection

  • Range of views

  • Limited researcher influence

  • Replication of social interaction

  • Debate

  • Emerging issues

  • Difficulties

  • Less confidential

  • Less control

  • Non-sensitive issues

  • Power relations

  • Quiet & dominant speakers

  • Agreement


Focus group research

to …

  • … plan Focus Groups?

  • … do Focus Groups?

  • … analyse Focus Groups Data?


Planning fgs

Planning FGs

  • Size of FG

    • Small vs. Large

  • Number of FGs

    • Research purpose

    • Resources available

    • Information saturation

  • Composition of FGs

    • Participants’ characteristics & relationships

  • Organising participants

  • Setting


  • Doing fgs

    Doing FGs

    • Stimuli

      • E.g. text, video…

  • Moderator’s role

    • Researcher vs. Moderator

    • Involvement

  • Moderating skills

    • Discussion & participants

    • Engaging & Balancing

  • Keep focus groups focused


    Still more issues

    Still more issues…

    • Technical support

    • Language

    • Ethics

    • Pilot study


    Analysing fgs data

    Analysing FGs data

    • Within & Across Groups vs. Individuals

    • Codes & Emergent Themes

    • Frequency, Extensiveness & Intensity

    • Consistency, change & conflict

    • Construction of meaning & understanding


    We recommend

    We recommend…

    • Bloor, M., J. Frankland, M. Thomas and K. Robson. 2001. Focus groups in social research. London: SAGE.

    • Fern, E. 2001. Acvanced focus group research. Thousand Oaks, CA: SAGE.

    • Hennick, M.M. 2007. International Focus Group Research. Cambridge: Cambridge University Press

    • Krueguer, R. A. and Casey, M. A. 2009. Focus Groups: A Practical Guide to Applied Research. London: SAGE Publications Ltd

    • Litosseliti, A. 2003. Using Focus Groups in Research. London: Continuum

    • Morgan, D. 1997. Focus groups as qualitative research (2nd ed.). Thousand Oaks, CA: SAGE.


    Conclusion

    Conclusion

    • Questions (decision making) in all stages

    • Research Purpose

    • Planning & anticipating

    • Keep focus(ed)

    • Enjoy!


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