Methods
- Consists of a small group usually made up of five to ten people
- Gathers opinions, beliefs, and attitudes about issues of interest
- Group is led through an open discussion by a skilled moderator
- Allows testing of assumptions
- Encourages discussion about a particular topic
- Attempts to shed light on a phenomena by studying a single case example.
- Focuses on an individual person, an event, a group, or an institution.
- Allows for in-depth examination by prolonged engagement or cultural immersion
- Explores processes and outcomes
- Investigates the context and setting of a situation
- Can involve a number of data gathering methods
- Involves gathering information from individuals by using a questionnaire.
- Can generate standardized, quantifiable, empirical data as well as qualitative data.
- Can reach large number of respondents.
- Development involves creating questions and response categories; writing up background information and instructions; and determining organization, layout and design.
Suggested Reading
Focus Groups: from structured interviews to collective conversations by ISBN: 1135069611Publication Date: 2013
Tips for Effective Focus Group Moderating
- Keep track of which questions have and have not been asked and answered
- Know how to phrase questions that encourage participants to provide elaborate, detailed (rather than brief) responses
- Ask questions that elicit participant’s own views and experiences as opposed to reflecting the convictions of the moderator
- Ask one question at a time, verifying unclear responses,
- Use follow-ups and probes
- Remain neutral by asking open-ended questions and avoiding leading questions