Lecture 5 Qualitative Research Focus Groups

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Questions and Answers

What is the recommended range of groups according to Bryman (2021)?

10 to 20 groups

5 to 10 groups

15 to 25 groups

8 to 15 groups (correct)

What is the usual benchmark for the number of participants in each group?

10-12 participants

3-5 participants

6-10 participants (correct)

12-15 participants

Which of the following best describes the role of a moderator during a group discussion?

To provide all the answers to participant questions

To remain unobtrusive yet in control (correct)

To dominate the conversation

To redirect all discussions to a pre-set agenda

What is a key consideration regarding participant selection in group studies?

Selection bias should always be considered Signup and view all the answers

What should moderators do at the end of the group session?

Outline the purpose again and notify about follow-up Signup and view all the answers

What is a potential disadvantage of online focus groups?

Sensitivity advantage may be reduced. Signup and view all the answers

Which type of recruitment involves relying on volunteers?

Spontaneous recruitment Signup and view all the answers

What is a limitation of data analysis in focus groups?

Themes and patterns of interaction are complex. Signup and view all the answers

Why is moderator training necessary in focus groups?

To maintain control over the group interactions. Signup and view all the answers

Which of the following is a challenge of selecting participants for online focus groups?

Difficulty accommodating different time zones. Signup and view all the answers

What can affect the quality of discussion in a focus group?

Group dynamics and participant contributions. Signup and view all the answers

What is the primary characteristic of non-random sampling?

It is determined by the researcher or key informants. Signup and view all the answers

Which factor makes online focus groups more advantageous compared to traditional methods?

Reduced social desirability bias. Signup and view all the answers

What is a primary distinction between focus groups and group interviews?

Focus groups require a tightly defined questioning format on specific topics. Signup and view all the answers

Which of the following is NOT typically considered an advantage of focus groups?

They are quick and easy to organize. Signup and view all the answers

What aspect of discussion does Cyr (2016) suggest focus groups emphasize?

The way people respond to each other's views. Signup and view all the answers

Which statement reflects a common use of focus groups in marketing research?

To develop links between consumer demographics and behaviors. Signup and view all the answers

When conducting focus groups, which ethical consideration is paramount?

Obtaining informed consent from all participants. Signup and view all the answers

What quality of focus groups allows researchers to determine leadership dynamics within the group?

Facilitated discussions are recorded. Signup and view all the answers

What is one of the main challenges of focus group research?

The time-consuming process of arrangement. Signup and view all the answers

Which of the following elements does Pierse (2008) emphasize as important to focus group respondents?

The respondents' beliefs and feelings. Signup and view all the answers

Study Notes

Focus Groups

Focus groups are a qualitative research method.
They gather data on individuals, the group dynamics, and interactions.
Researchers often focus on a specific theme or topic.
Participants discuss a topic or theme; responses to other viewpoints are noted.
Group interaction is observed. Examples include analyzing voter "mood"
Focus groups are different from group interviews. Several participants and a moderator.
Focus group questions are tightly defined on a specific issue or topic
Focus groups can be time-consuming and labor-intensive to organize.

Uses of Focus Groups

Focus groups can explore people's experiences.
Initially used in marketing research, but now widely used across social science.
They examine how individuals form viewpoints and how those views are influenced.
How people's views change during interaction with others holding differing opinions.
Moderator facilitates, while participants drive the discussion, leading to more diverse perspectives.
Individual opinions and arguments within the group are significant.

Conducting Focus Groups

Obtain informed consent from participants.
Filming or audio recording interactions is best practice.
Note-taking is difficult to capture all interactions and non-verbal communication in focus groups.
Identify group leaders and the range of perspectives.
Focus on how people express opinions.

Important Conventions

Only one person speaks at a time.
Data and interactions are confidential and anonymous.
Every participant's opinion is equally valuable.

How Many Groups and People per Group?

The number of groups and participants varies based on the study.
Bryman (2021) suggests 8-15 groups.
Enough groups should be conducted until patterns repeat in terms of discussion points and themes.
Consider socio-demographic factors such as gender, class, age, and political affiliation.
A benchmark is 6-10 participants per group.

The Moderator

Moderators should be unobtrusive but in control.
Start with general questions, allowing participants to steer the conversation.
Allow free discussion flow for participants to highlight important topics.
Probing, prompting, and nudging can steer discussions.

Finishing a Focus Group

Start with a brief introduction (thanking participants for attending).
Outline the focus group's purpose, emphasizing confidentiality.
Follow-up sessions might be required and need to be explicitly stated.
Repeat these steps at the end of the session.

Recruiting Participants

Recruit participants through non-random sampling methods.
Researcher-driven recruitment, key informant recruitment, and spontaneous recruitment.
Consult literature such as Bryman (2021) and Peek & Fothergill (2009).

Online Focus Groups

Online focus groups are a cheaper and more accessible alternative.
Reduce environmental impact with lower carbon footprints.
Social desirability bias is lessened.
Participant selection can be challenging due to time zone differences.

Limitations of Focus Groups

Less control over the participants' direction of discussion.
Participants can dominate the discussion, deviating from the research focus.
Analyzing rich qualitative data from the interactions can be difficult.
Organizing sessions can be time-consuming, costly, and need participant incentives.
Recordings require extensive transcription, including the consideration of non-verbal communication.
Participant dynamics—e.g., talkative versus shy participants—need detailed observation and careful consideration.

Questions for Discussion

Importance of moderator training for successful focus groups.
Necessity of participant stratification and how it impacts selection.
Potential issues stemming from group interactions.

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Description

This quiz explores the concept of focus groups as a qualitative research method. It covers their purpose, structure, and the dynamic interactions that occur among participants. Delve into the uses of focus groups across various fields, particularly in social sciences and marketing research.