Qualitative Research Methods. Ryan Cannon Adriana Cantu. Focus Groups. A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging.
Welcome statements regarding the purpose of the study, focus group procedures, and ethical issues.
“Please tell us a little bit about yourself.”
“Stress is prevalent in our everyday lives; many people fell stressed. In thinking about your daily life, what does stress mean to you?”
“Is stress a positive/negative factor in your life? In what ways is it positive/negative?”
Subprobe: “What is it about stress that’s good or bad”?
“What are the things that contribute to stress in your life?”
Subprobe: (a) “How does this work? Does one thing contribute more stress than others, or does the combination of many things contribute to stress?” (b) “Do you have any particular health concerns that contribute to your feelings of stress? Can you tell us more about this?” (c) “Besides possible health concerns, is there anything else that adds to your feelings of stress?” (d) “does being a manager contribute to your feelings of stress? If so, describe how.”
“All things considered, what would you say is the major cause of stress in your life?”
“Is there anything about stress that we haven’t talked about that you would like to raise before we leave tonight?”
A new product that initially seems satisfactory to an individual may been seen as less desirable after he or she has discussed it with other individuals who may have different perspectives on it.
Emphasis on Context
Issue of reality
Interviews are primarily perception based
Objective factual reality is not as interesting or informative to qualitative researchers as participants’ perceptions
Examining perceptions is known as phenomenological approach
Method of measuring classroom behaviors from direct observations
Direct observations specifies both the events or behaviors to be observed and how they are to be recorded
Measures the frequency of specific behaviors that occur in the classroom & their duration
Research on effective teaching typically includes subjective data based on personal and anecdotal accounts of effective teaching.
In order to develop a scientific basis for teaching, researchers have used objective and more reliable methods of systematic classroom observation.