Qualitative Research: Focus Groups
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Questions and Answers

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

  • 8 to 15 groups (correct)
  • 3 to 5 groups
  • 5 to 10 groups
  • 10 to 20 groups

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

  • 6-10 participants (correct)
  • 4-8 participants
  • 10-15 participants
  • 1-5 participants

Which factor is NOT mentioned as an important consideration when selecting participants?

  • Demographic factors
  • Selection bias
  • Group cohesion (correct)
  • Willingness to participate

What is an important role of a moderator during a focus group discussion?

<p>To remain unobtrusive yet controlled (D)</p> Signup and view all the answers

What is a common limitation of online focus groups compared to in-person focus groups?

<p>Less control over the method (B)</p> Signup and view all the answers

What should moderators do at the beginning of a focus group session?

<p>Thank attendees and outline the group's purpose (A)</p> Signup and view all the answers

Which of the following is NOT a method of non-random sampling for participant recruitment?

<p>Random selection from a database (A)</p> Signup and view all the answers

What is one disadvantage of online focus groups mentioned in the content?

<p>Difficulty in data analysis (B)</p> Signup and view all the answers

What is a primary characteristic that distinguishes focus groups from group interviews?

<p>Questioning in focus groups is tightly defined on a specific topic. (B)</p> Signup and view all the answers

What is one of the primary uses of focus groups in research?

<p>To develop links between various variables. (B)</p> Signup and view all the answers

Which aspect of group interaction is of particular interest in focus groups?

<p>The way participants react to each other's views. (D)</p> Signup and view all the answers

What ethical consideration must researchers ensure when conducting focus groups?

<p>Researchers must obtain informed consent from participants. (C)</p> Signup and view all the answers

Which of the following is NOT a recommended practice when conducting focus groups?

<p>Encouraging participants to express their art skills. (A)</p> Signup and view all the answers

What type of data do focus groups primarily produce?

<p>Qualitative data reflecting individuals' experiences and opinions. (A)</p> Signup and view all the answers

What role does the moderator play in a focus group?

<p>To facilitate discussion while allowing participants to guide the conversation. (C)</p> Signup and view all the answers

What should be recorded during focus group discussions to ensure thorough analysis?

<p>Interactions, non-verbal communications, and key quotes. (B)</p> Signup and view all the answers

Flashcards

Focus Groups

A qualitative research method to explore group dynamics and interaction around a specific topic.

Qualitative research

Research focusing on experiences and interpretations.

Focus Group Purpose

Understanding how people discuss and respond to a particular topic.

Focus Group Participants

Individuals expressing views on a specific topic, who are well-suited for interaction-based research.

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Moderator (Focus Group)

Facilitator who guides group conversation to ensure the focus remains on research goals.

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Focus Group Size

Typically 6-10 participants for balanced group dynamics.

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Informed Consent

Crucial process of obtaining ethical agreement from participants, before research starts.

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Social Desirability bias

Tendency for people to give answers that conform to social norms. Reduced in Online Format

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Online Focus Groups

Focus groups conducted using online communication tools.

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Marketing Research

Applying research methods to understand consumer preferences and market trends.

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Group Dynamics

The interactions and influences within a group.

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Data Analysis (Focus Groups)

Interpreting detailed observations and insights from collected data.

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Focus Group Limitations

Less control over discussion compared to interviews, potential for limited topic coverage.

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Recruitment Methods

Strategies for selecting focus group participants.

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Socio-demographic factors

Characteristics like gender, class, age and political affiliation to ensure participant diversity

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Confidentiality and anonymity

Ensuring participant privacy and protection in research.

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Study Notes

Focus Groups

  • Qualitative research method
  • Explores individual, group, and interaction dynamics
  • Focuses on a specific theme or topic
  • Examines how people discuss and respond to a topic
  • Useful for understanding group mood
  • Emphasizes participant-led discussion, allowing for diverse opinions and arguments

Using Focus Groups

  • Often used in marketing research but also in social science
  • Explores connections between variables
  • Examines how people form opinions and change views during group interaction
  • The moderator guides the conversation but allows participants to lead the discussion

Conducting Focus Groups

  • Informed consent is crucial
  • Recording interactions (audio or video) is highly recommended
  • Allows researchers to observe individual contributions, non-verbal cues, and group dynamics
  • Identifies potential group leaders and the range of opinions on the topic
  • Emphasis on confidentiality and anonymity
  • All opinions are valued and discussed

Focus Group Logistics

  • Ideal group size: 6-10 participants
  • Number of groups depends on research goals and resources
  • Consider socio-demographic factors (gender, class, age, political affiliation) for participant selection
  • Researcher-driven, key informant, and spontaneous recruitment methods are common

The Moderator

  • Provides a neutral environment for discussion
  • Facilitates the conversation but allows the group to steer the topic
  • Prompts and probes for deeper insights
  • Starts and ends the session with clear introductions and explanations

Online Focus Groups

  • Advantages: Cost-effective, convenient, and environmentally friendly
  • Reduced social desirability bias
  • Disadvantages: Difficult to control discussion, data analysis is challenging, potential time zone issues

Limitations of Focus Groups

  • Researchers have less control compared to individual or group interviews
  • Participants can dominate the conversation, potentially diverting from the research question

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Description

This quiz explores the methodology of focus groups as a qualitative research tool. It examines how individual and group dynamics influence discussions, opinions, and interactions on specific themes. Understanding the role of the moderator and the importance of informed consent are key aspects covered in this quiz.

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