Focus Groups Underlying Philosophy Number 1 · Focus group relies on group discussion · Allows FG participants to disagree or agree with each other · Provide insight into how group thinks, about how range of views, ideas and inconsistencies that exist in a particular community in terms of beliefs, experiences and practices Underlying Philosophy Number 2 · People formulate ideas in reaction to others in group not just researchers · FG discussion different from one-to-one ie a synergetic effect in group · Not just economies of scale ie not just interviewing several people at same time When To Use It Number 1 Searching for meaning · Quality over quantity · Explorative studies of new topics When To Use It Number 2 In prep for quantitative studies find: · Right or best questions to ask · Best order to ask questions · Options to add mcq's When To Use It Number 3 Interpret Qualitative Studies · Help explain the statistical findings from a study with a large dataset Focus Group Composition 1 · small group of 8-15 people to discuss interactively under guideline of facilitator) pre- specified) issues or topics. · composed of 6-9 participants Focus Group Composition 2 Select focus groups with . common factor · but diverse within a group with regard to other characteristics that might affect opinions, views, experiences such as mix of ages, genders, jobs, locality, prior knowledge · should avoid mixing different ranks, SES and antagonistic viewpoints Focus Group Composition 3 · people who know each other such as friendship groups · people that don't know each other but are similar like first, second- and third-year students
Start Of a Group-> People who don't know each other well have quick introductions to get comfortable and feel at ease, also helps identify individuals on tape for transcribing. Importance of Facilitator N.o 1 Facilitator should be skilled and experienced in conducting research AND Facilitator must know topic area Importance of Facilitator N.o 2 · Is mentally prepared · Selects appropriate location · Records discussion · Uses purposeful small talk · Has smooth and snappy intro · Uses pauses and probes · Uses subtle group control · Controls own reactions to participants · Uses an assistant or observer · Uses appropriate conclusion Practical Issues Recording- · Audio or video or by hand · Use good microphone · Test equipment before interview · Bring spare batteries for recorder and microphone and plenty of memory space Online Focus Groups Internet focus groups, audio and video conference. · Growth internet capacity and skype, Zoom, teams, GoToMeeting. Focus groups online using conferencing technology · Participants do not have to be in same room which suits research covering large geographical area or busy people Strengths · Not everyone has to speak on every issue · Responses prompted by group members in own words, exposes participants to range of opinions · Greater insight as to why some opinions are popular or not · Can help with questionnaire design . Deliberation or extreme first answers