1. QUALITATIVE RESEARCH METHODS
FOCUS GROUPS

2. FOCUS GROUPS
A. FOCUS GROUPS DEFINED
1. Focus groups, or group interviewing, is a research strategy for understanding attitudes & behaviors.
2. 6 to 12 persons interviewed simultaneously, with a moderator or facilitator leading respondents in a semi-structured discussion about the focal topic.
3. Distinguishing characteristic--its use of controlled group discussion

3. Focus Groups, con’t. 1. Often used in media, PR, & marketing research.
B. USES & GOALS
1. Often used in media, PR, & marketing research.
2. Often used for preliminary data gathering.
3. Focus groups intended to collect qualitative information, although data may be treated qualitatively or quantitatively.
4. Can be used to answer questions of value & policy, as well as definitions.

4. Focus Groups, con’t C. GUIDELINES FOR CONDUCTING FOCUS GROUPS
1. First, define the problem & develop RQs.
2. Locate the target population.
3. Choose a sample, usually non-random (participants are selected from the sample).
4. Determine the number of groups--usually at least 2 groups (for comparisons between them).
5. Decide what type of recording to use to gather the data—written, audio, or video

5. Focus Groups, con’t 6. Recruit respondents or participants:
a. Solicit 10 times more than need, e.g. 200 for two groups of 10 (not all will show).
b. Offer incentives to get participation.
7. Locate place & time do the interviews.
a. Most focus groups are run at night.
b. Usually take at least one-two hours.
c. Need a room that permits interaction.

6. Focus Groups, con’t
8. Prepare the focus group materials:
a. Set up a Facilitator’s Guide with an interview protocol
b. A screener questionnaire may be used.
c. May have a pre-questionnaire on topic.
d. Prepare prompting or stimulus materials that participants will see or hear.
e. Can develop a post-questionnaire to see if attitudes changed from the stimulus & discussion.

7. Focus Groups, con’t a. Do shared experience with all participants.
9. Recruit & train moderators/facilitators.
10. Run the focus groups:
a. Do shared experience with all participants.
b. Break out into specific groups to discuss topic.
11. Analyze the data:
a. Facilitator’s analysis
b. Research analysis using qualitative textual analysis and/or quantitative content-analysis

8. Focus Groups, con’t. 12. Issues of Data Distance
a. The amount of information lost in recording it
b. Increases the amount of people interviewing
c. Moderator or facilitator notes are essential but a reduction of data
d. Can be supplemented with audio or video recordings

9. Focus Groups, con’t D. ADVANTAGES OF FOCUS GROUPS:
1. Useful as a type of pilot study
2. Provides rich data often unobtainable by other methods
3. Can be conducted quickly after have basic set-up
4. Design is flexible & can be reused
5. Generally low-cost to run

10. Focus Groups, con’t E. DISADVANTAGES OF FOCUS GROUPS
1. Require a skilled moderator/facilitator
2. Participants often self-selected volunteers
3. One participant may dominate the discussion or participants may not talk much
a. Can be improved through skillful, observant facilitation
b. Communication skills essential for any facilitator
c. Can have someone else take notes

11. Focus Groups, con’t. 4. Participants might not show up
a. Improved through incentives
b. However, costs go up, depending on the incentives used
5. May have questions of reliability & validity
6. Not useful for making predictions or supporting hypotheses