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Focus Group Research

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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  1. Focus Group Research Sonia Morán & Ying Wang

  2. FG: constant decision making When Why What How

  3. What are Focus Groups? • Quantitative or qualitative? • Group interview? • Dynamics, interaction • Shared & individual characteristics

  4. 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

  5. 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

  6. to … • … plan Focus Groups? • … do Focus Groups? • … analyse Focus Groups Data?

  7. 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

  8. Doing FGs • Stimuli • E.g. text, video… • Moderator’s role • Researcher vs. Moderator • Involvement • Moderating skills • Discussion & participants • Engaging & Balancing Keep focus groups focused

  9. Still more issues… • Technical support • Language • Ethics • Pilot study

  10. Analysing FGs data • Within & Across Groups vs. Individuals • Codes & Emergent Themes • Frequency, Extensiveness & Intensity • Consistency, change & conflict • Construction of meaning & understanding

  11. 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.

  12. Conclusion • Questions (decision making) in all stages • Research Purpose • Planning & anticipating • Keep focus(ed) • Enjoy!

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