Presentation on theme: "Sonia Morán & Ying Wang. Quantitative or qualitative? Group interview? Dynamics, interaction Shared & individual characteristics What are Focus Groups?"— Presentation transcript:
Quantitative or qualitative? Group interview? Dynamics, interaction Shared & individual characteristics What are Focus Groups?
Common uses Product or programme development Understanding ideas, attitudes, opinions Capture language used by participants Linking to other methods in your study When can we use Focus Groups?
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
… plan Focus Groups? … do Focus Groups? … analyse Focus Groups Data? to …
Size of FG Small vs. Large Number of FGs Research purpose Resources available Information saturation Composition of FGs Participants’ characteristics & relationships Organising participants Setting
Stimuli E.g. text, video… Moderator’s role Researcher vs. Moderator Involvement Moderating skills Discussion & participants Engaging & Balancing
Technical support Language Ethics Pilot study
Within & Across Groups vs. Individuals Codes & Emergent Themes Frequency, Extensiveness & Intensity Consistency, change & conflict Construction of meaning & understanding
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 (2 nd ed.). Thousand Oaks, CA: SAGE.
Questions (decision making) in all stages Research Purpose Planning & anticipating Keep focus(ed) Enjoy!