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?

To remain unobtrusive yet controlled Signup and view all the answers

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

Less control over the method Signup and view all the answers

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

Thank attendees and outline the group's purpose Signup and view all the answers

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

Random selection from a database Signup and view all the answers

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

Difficulty in data analysis Signup and view all the answers

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

Questioning in focus groups is tightly defined on a specific topic. Signup and view all the answers

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

To develop links between various variables. Signup and view all the answers

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

The way participants react to each other's views. Signup and view all the answers

What ethical consideration must researchers ensure when conducting focus groups?

Researchers must obtain informed consent from participants. Signup and view all the answers

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

Encouraging participants to express their art skills. Signup and view all the answers

What type of data do focus groups primarily produce?

Qualitative data reflecting individuals' experiences and opinions. Signup and view all the answers

What role does the moderator play in a focus group?

To facilitate discussion while allowing participants to guide the conversation. Signup and view all the answers

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

Interactions, non-verbal communications, and key quotes. Signup and view all the answers

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.