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Effective Focus Groups for Qualitative Data Collection

Learn how to conduct successful focus groups, including tips on facilitation, sampling, recruitment, and data analysis. Understand the benefits and limitations of focus groups for gathering valuable qualitative data.

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Effective Focus Groups for Qualitative Data Collection

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  1. Chapter 12 Focus Groups

  2. Key points • Focus groups are used to generate and collect interaction between participants • The quality of the interaction depends on the facilitator • Focus groups can be used on their own or with other methods • The key to a successful focus group is good preparation and organisation

  3. Focus groups • A focus group is a group interview or discussion: • a small group of people, usually between 6 and 10 • who meet together to express their views about a topic • a facilitator (or moderator) leads the group and guides the discussion • for one to two hours • the discussion is recorded (audio and sometimes video)

  4. The facilitator • The level of interaction between focus group members depends on the facilitator • To be a good facilitator, you should: • show an interest in all the participants • not participate in the discussion yourself • be prepared to hear unpleasant views and ones that you do not agree with • decide what level of involvement you want: high, medium or low

  5. When to use a focus group • Focus groups can be used to: • provide insight into a topic in preparation for developing a questionnaire • test topic coverage and the phrasing of questionnaires • obtain feedback on research findings at the final stages of a project • understand the sources of participants’ knowledge • explore a subject where little research has previously been carried out

  6. Sampling • Selecting focus group members: • use purposive sampling to obtain a representative (non-random) sample • aim to recruit between 6 and 10 members to each group • Number of groups: • different groups may have different segments of the population, e.g. one group with all men, another with all women • groups with people who have a shared experience or similar social identities are more successful

  7. Organising a group • Venue: • somewhere where people feel comfortable to sit for a couple of hours • provide refreshments • check audio recorder works (spare batteries, tapes, microphone, etc.) • Start recruitment at least three weeks in advance • Send a confirmation letter beforehand

  8. Running a group • Introduction • introduce yourself, the topic, the ground rules • Opening circle • members introduce themselves • Introductory questions • from the facilitator to get the discussion going • Key questions • Ending questions • final opportunity to raise issues of concern to members

  9. Analysing focus group data • A 90-minute focus group will yield about 20 to 30 pages of transcript • The data may be analysed using the normal approaches to qualitative data: • thematic analysis, possibly using computer assisted qualitative data analysis software (CAQDAS) • content analysis • discourse analysis • Remember that the focus group is the unit of analysis, not any individual member

  10. Summary • A focus group can generate valuable qualitative data, but needs careful preparation • The sampling and recruitment strategy used to obtain members is important • The role of the facilitator is also important to ensure a smooth-running and effective group discussion

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