Lecture 5 - Focus Groups PDF

Focus Groups Department of Government  Some short clips Frank Luntz moderates a leaders debate focus group https://www.youtube.com/watch?v=HXqpXH M7k0I 2024 US presidential election focus group https://www.youtube.com/watch?v=3WaaVv PVRNE Department of Government ...

Focus Groups Department of Government  Some short clips Frank Luntz moderates a leaders debate focus group https://www.youtube.com/watch?v=HXqpXH M7k0I 2024 US presidential election focus group https://www.youtube.com/watch?v=3WaaVv PVRNE Department of Government  Today’s Lecture Use of focus groups – Recording and transcription – Number and size of groups – Facilitators – Sampling – Advantages and disadvantages – Ethical issues Department of Government  Focus Groups Focus groups fall within the tradition of qualitative research Cyr (2016) argues that focus groups produce data on the individual, the group, and the interaction that takes place – Emphasize a particular theme or topic – Interest is often in the way in which people discuss a particular topic or theme – How do people respond to each others’ views on themes – What is the nature of the group interaction Vromen (2010: 259) recommends when the researcher is interested in the “mood of the electorate” Department of Government  Focus Groups Not to be confused with a group interview. Several participants and a facilitator/moderator Questioning is tightly defined on a specific topic Take a long time to arrange and can be a labour intensive technique Department of Government  Uses of Focus Groups People who have had a certain experience can be questioned about it – Used intensively in marketing research but have broadened into many areas of social science in the last decades – Can be used to develop links between between variables – To examine how people arrive at the views they hold – How do people change their views when they interact with people who hold diverging opinions – The moderator facilitates the group but allows the participants to drive the discussion, allowing for more diverse and interviewee led information – Individuals can argue with each other within the group Department of Government  Pierse (2008: 134) Suggests that focus groups should draw upon the respondents’ Attitudes Feelings Beliefs Experiences Reactions Department of Government  Conducting Focus Groups Introduce the central ethical points and ensure informed consent Usually best if the interactions are filmed or at least audio recorded Almost impossible to write down what each person says and to take note of interactions, non verbal communications and room details Possible to identify who emerges as a group leader and what the range of opinions on the issue are What do people say and how do they say it! Department of Government  Important conventions Only one person may speak at a time All data and interactions are confidential and anonymous Everyone has a valuable opinion that will be heard equally. Department of Government  How many groups and how many people in each group?? Great variation and the detail will usually depend on the nature of your study – Bryman (2021) suggests a range of 8 to 15 groups – Time and resources are major factors – Once the major analytic categories have been satisfied then it is a good benchmark that enough groups have been conducted – When do comments and patterns begin to repeat? – Socio-demographic factors may be important to consider (gender, class, age, political party affiliation) Number of Participants – 6-10 participants is the usual benchmark – An important consideration with participants is who will agree to participate and selection bias should always be considered when it comes to design – Smaller groups are good idea if detailed discussion of a topic is necessary. Department of Government  The Moderator Moderators should be unobtrusive but in control It is normal to start with a number of general questions but to allow the group to direct the discussion Allowing a free reign to the discussion allow the participants to identify what is most interesting to them. Probing/prompting/nudging Department of Government  Finishing with your Group Moderators should begin with a short introduction Thanks people for attending Outline the purpose of the group Information will be treated confidentially Similar steps should be repeated at the end Notify participants if a follow up session is required. Department of Government  Recruiting participants Non random sampling – Researcher driven recruitment – Key informant recruitment – Spontaneous recruitment (volunteer) – See Bryman (2021) and also Peek and Fothergill (2009) Department of Government  Online focus groups Cheaper Convenient Low carbon footprint Social desirability bias is reduced But sensitivity advantage may be reduced Selecting participants may be more difficult, time zones may be an issue Department of Government  Limitations Researcher has less control over the method versus individual or group interview methods Participants have a lot of power to push the discussion which may not always be relevant to the core research question Data analysis is very difficult. Themes and patterns of interaction need to be considered for each group Organisation can be difficult: time consuming, participant attrition, costly because of moderator training, room hire, inducements for participants, etc Transcribing recordings can be time consuming but also more difficult as non verbal communication also needs to be documented Group dynamics need to be carefully controlled (talkative versus shy participants should make equal contributions) Department of Government  References http://www.rte.ie/news/elections2007/thehub_programmes_fr ankopinion_av.html?2198070,null,200 Bryman, A., (2021) Social Research Methods, Oxford University Press Moses, J.W., and Knutsen, T., (2007) Ways of Knowing, Palgrave Macmillan Pierse, R., (2008) Research Methods in Politics, Sage. Vromen (2010) in Marsh and Stoker (eds) Theory and Methods in Political Science, Palgrave Macmillan Department of Government  Questions for Discussion Why is moderator training very important? Why might stratification be necessary when selecting participants What issues can arise in relation to group interactions? Department of Government