A focus group discussion involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. The group of participants is guided by a moderator or group facilitator who introduces topics for discussion and helps the group to. The recommended pattern for introducing the group discussion includes. Free and open discussion among the respondents results in generation of new ideas that can be very useful for decisionmaking. Research suggests that group discussion can cause participant attitudes to become more extreme, which could in turn result in. Questions are openended, with the aim of stimulating an informal discussion with participants.
It is used to learn about opinions on a designated topic, and to guide future action. Pdf the focus group research method has been used in a variety of settings over the years. A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. Bradley th is course provides an overview of two types of qualitative data collection methodologies. Fgds are a predetermined semistructured interview led by a skilled moderator. A focus group is a small group discussion guided by a trained leader. The group s composition and the group discussion should be carefully planned to create a nonthreatening environment, so that participants feel free to talk openly and give honest. One person is the facilitator and the other is the note taker. Lean ux is an incredibly useful technique when working on projects where the agile development method is. Focus groups are generally used to collect data on a specific topic. Focus group discussion is frequently used as a qualitative approach to gain an in. In this chapter, i will focus on the importance of the focus group method, its history, and its benefits and pitfalls.
The difference between quality data and data with bias depends on how people are screened and the data is treated. Focus groups overview the focus group is an exploratory research method used to help researchers gather indepth, qualitative information of their participants attitudes and perceptions relating to concepts, products, services, or programs. A focus group discussion fgd is a good way to gather together people from similar backgrounds or experiences to discuss a specific topic of interest. It can even be quantified and sub mitted to sophisticated mathematical analyses, though the purposes of focus group interviews seldom require this type of analysis. A focus group discussion fgd is a qualitative research method and data collection technique in which a selected group of people discusses a given topic or. Pengambilan data kualitatif melalui fgd dikenal luas karena kelebihannya dalam memberikan. Heong the focus group discussion fgd is a rapid assessment, semi. The data collected in focus group sessions typically consist of taperecorded group discussions among four to ten participants who share their thoughts and experiences on a set of topics selected by the researcher. Their history can be traced back to marketing research methods, but they have also been used in qualitative, ethnographic research. Semistructured interviews and focus groups margaret c. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a. This is the optimal size to promote discussion and enable the facilitator to keep the group on task.
The best sets of focus group questions are limited in scope and quantity. In the focus groups, dont include questions for group discussion if you need individual responses. A method to gain more indepth information to supplement surveys is interviews. Time and resources permitting, a project or programme would hope.
A good understanding of the subject, problem, or topic to be investigated. Following are the main advantages of focus group discussion in research. Our study, which used this approach as part ofdata collection, raised many issues of analysis and interpretation. Two approaches to focus group data collection for qualitative health research. A topic related to gender equity, for example, may provoke intense discussion among.
Focus group discussion report for the civil society. Focus group interviewing richard krueger 4 beginning the focus group discussion the first few moments in focus group discussion are critical. A focus group is most effective with 712 participants. You may have to lead a discussion as part of a school assignment or you may be responsible for leading a. Advantages and disadvantages of focus groups in research. Aug 20, 2012 focus group discussion method of data collection kenpro august 20, 2012 february 22, 2016 focus group discussion fgd is a method of data collection which is frequently used to collect indepth qualitative data in various descriptive studies such as case studies, phenomenological and naturalistic studies.
This paper uses the definition of focus group as a controlled group discussion, on the basis that the group interaction generated through discussion is of prior importance to this methodology. How to create effective focus group questions jefferson. Focus group methods emerged in the 1940s with the work of merton and fiske who used focus groups to conduct audience. Following an established procedure for creating questions can be useful. Focus groups can help clarify such perplexing information. A focus group methodology was selected because it was expected that the group discussion would provide richer data than individual interviews, as shared experiences and understandings encourage. There are only a few basic rules to keep in mind while participating today. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. Focus group interviews are a qualitative research method that consist of a carefully designed discussion which allows people to express their points of view in a group setting and provide researchers with indicators of program impact. When focus group participants are genuinely engaged in the study and the moderator is sufficiently skillful, the outcome can be clarity about major themes. Focus groups explicitly use group interaction as part of the method kitzinger 1995. The moderator asks broad questions to elicit responses and generate discussion among. Preparation for a focus group can be broken down into two key areas. Focus group discussion is frequently used as a qualitative approach to gain an indepth understanding of social issues.
I will evaluate the effectiveness of focus groups as a research method. Focus group discussion in qualitative research new delhi. The focus group is the collaboration of people who come together to make an opinion, put forth their belief and perspective for the product or service initiate, in the company. Methodological aspects of focus groups in health research.
The questions and the manner in which the focus group is facilitated will vary based on the type of participants. Getting the information you need from your focus group members is important, but so is respecting their time. Data is collected through a semistructured group interview process. Focus groups typically involve a moderatorled group discussion with between eight and 10 people. The pros and cons of focus groups show that there can be a lot of valuable information gathered from this type of survey method. It is important to have a note taker to record the focus group feedback. There are several other reasons to conduct a focus group. If no, is this the single best method to use to find out what you want. There are many method of collection of data in the qualitative research method amoungst them fgd is one. However, the analysis and interpretation of focus group data can be as rigor ous as that generated by any other method. For example, exclude health professionals from focus groups when the topic is a health issue. The shared characteristics may relate to a particular problem, livelihoods occupation, age, social.
Steps for conducting focus groups or individual indepth interviews 1. It is a form of qualitative research where questions are asked about their perceptions attitudes, beliefs, opinion or. There will likely be times in your life when you will be working in a group, possibly many times. Focus groups are group interviews that give the researcher the ability to capture deeper information. It is an inexpensive and fast method of acquiring valuable data. Dvhsc conducted 12 countywide focus groups in 2017. Focus group discussion method of data collection kenya. We performed qualitative content analysis on the interview data relating to recruitment, communication between the focus group participants, and appraisal of the focus group method. Most commonly, the survey serves as a primary method and the focus group serves a secondary, yet preliminary role. The interview data revealed aspects of the focus group method that are particularly relevant for health research and that should be considered in that context. Focus groups have received little attention from sociologists, although they are a commonly used qualitative technique in market research. Throughout this reflection, i will be referencing my own experience of conducting a focus group session within a group project and discussing the literature that grounded my. The advantages of focus group discussion are as follows. Wherever possible, there should be a focus group team.
Todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the focus group. The researcher needs to be flexible and free of biasness and prejudices. Coworkers and friends are more comfortable in voicing views in each others company than on their own with the researcher. Focus groups have become apopular method in nursingresearch. Focus group discussion, like all research study methods, it requires considerable skills, competencies and expertise such as. Focus groups are a common qualitative market research technique used by companies and are intended to understand consumer perception about certain topics.
A focus group discussion or fgd is a qualitative research method in the social sciences, with a particular emphasis and application in the developmental program evaluation sphere. Interview focus group complex subject matter and knowledgeable respondents, promote discussion between participants on a specific topic when interviewing one person at a time will yield the best info ex. A focus group discussion fgd is a qualitative research method and data collection technique in which a selected group of people discusses a given topic or issue indepth, facilitated by a professional, external moderator. Th ese techniques are commonly used in policy research and are applicable to many research questions. Pdf self reflection of focus groups as an appropriate. Group discussionsfocus groups group discussion is a means of collecting data in one go from several people who usually share common experiences and which concentrates on their shared meanings, whereas a focus group is a special type of group discussion with a narrowly focused topic discussed by group members of equal status who do not know. The focus group fg has been actually employed by marketing, and is becoming importanct also in other areas. Group discussionsfocus groups sage research methods. The moderator can bring any changes in order to better facilitate the discussion during the group discussion. Isrc, merrick school of business, university of baltimore md, eua, wp isrc no. While this publication provides basic information about putting together a focus group project, the researcher or facilitator will play a critical.
Focus group learn about different types of focus groups. The analysis sequence continues after the focus group with an immediate debriefing with the moderator and assistant moderator. Steps for conducting focus groups or individual indepth. Maximizing resources and data quality show all authors. The goal of todays meeting is to understand if the internal communications and news you currently receive is effective, relevant and valuable to you. Focus group discussion a focus group discussion fgd is a good way to gather together people from similar backgrounds or experiences to discuss a specific topic of interest. A focus group is, in essence, a large scale interview. Focus groups help people learn more about group or community opinions and needs.
The moderator stimulates discussion with comments or subjects. Challenges associated with focus groups are most often attributed to two main factors. Like all qualitative methods, fgds use openended questions to. Chapter 6 analyzing focus group results 141 participants, and that a short verbal summary at the conclusion of the discussion allows for verification. Focus group questions recruitment flyer invitee tracking form introductory remarks sample consent from data analysis format synthesized report format defining a focus group a focus group is a small group of six to ten people led through an open discussion by a skilled moderator.
Group discussion is a means of collecting data in one go from several people who usually share common experiences and which concentrates on their shared meanings, whereas a focus group is a special type of group discussion with a narrowly focused topic discussed by group members of equal status who do not know one another. Pengambilan data kualitatif melalui fgd dikenal luas karena kelebihannya dalam. Facilitation skills body language reflective listening guiding conversations practice interview focus group complex subject matter and knowledgeable respondents, promote discussion between. Analyzing focus group data the analysis and interpretation of focus group data require a great deal of. A focus group discussion is a qualitative data collection method that engages 6 to 12 peoplewith shared characteristics pertinent to the specific discussion topicand is led by a trained facilitator. Instead, you can have the moderator give each participant selfadministered. A focus group discussion fgd is a method for collecting qualitative data that gathers community individuals together to discuss a specific topic. Focus group weaknesses as with any research method, focus groups are not without weaknesses. How to conduct focus groups interaction design foundation. The method aims to obtain data from a purposely selected group of. The goal of todays meeting is to understand if the internal communications and news you currently receive is effective, relevant and valuable to. A focus group consists of a group of individuals who are asked questions about their opinions and attitudes towards certain products, services, or concepts. Focus group methodology, interviews, students, research methods, student experience introduction.
A focus group is a smallgroup discussion guided by a trained leader. Focus group interviews nurture different perceptions and points of view and are used to gather. Jan 11, 2018 focus group discussion can be utilised within a suite of techniques in a multi. Focus group discussion fgd is a method of data collection which is frequently used to collect indepth qualitative data in various descriptive studies such as case studies, phenomenological and naturalistic studies.
At this time, the moderator makes a quick check to ensure. It can negatively impact the discussion if the facilitator is stopping to write things down. The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. It is used to learn more about opinions on a designated topic, and then to guide future action. The first few moments in focus group discussion are critical. The focus group discussion fgd report is based on findings from 17 fgds and one international 25 expert conference, held in 16 countries with over 200 participants. In addition, anyone involved in the production, distribution or marketing of tobacco products should be excluded from focus groups regarding the issue of tobacco control. Focus group discussion the label fgd embraces a range of different procedures, but the common denominator is that a group of different types of participants is formed, and the group members are given the opportunity to enter into conversation with each other in a safe setting. Depending on the research objective, the focus group can be used alone or in conjunction with other methods.
As long as the disadvantages are equally weighed with the advantages that focus groups provide, the. A practical guide to focusgroup research rosanna l. A great deal of the skepticism about the value of focus groups probably arises from the. Participants within a focus group may respond very differently to a topic. The focus group fg is one of the qualitative research methods to be utilized in the search for answers to such questions. Analyzing focus group data the analysis and interpretation of focus group data require a great deal of judgment and care, just as any other scientific approach, and regardless of whether the analysis relies on quantitative or qualitative procedures. Characteristics of the discussion in online and facetoface focus groups. Breen faculty of education, university of technology, sydney, australia abstract this article guides readers through the decisions and considerations involved in conducting focusgroup research. How to conduct a successful focus group discussion atlan.
Focus group members must be able to interpret the context for the discussion and, as much as possible, find it logical and useful. Focus group discussions are facilitated discussions, held with a small group of. The method aims to obtain data from a purposely selected group of in. Pemahaman tentang fgd istilah kelompok diskusi terarah atau dikenal sebagai focus group discussion fgd saat ini sangat populer dan banyak digunakan sebagai metode pengumpulan data dalam penelitian sosial.
The focus group needs to be appropriate for the type of participants in the group. The more focus groups you can afford to conduct, the greater your chances of capturing discussions that accurately reflect the most common views of your population. It can impact focus group discussion if the facilitator. Abstract focus group discussion is frequently used as a qualitative approach. Focus group discussion overseas development institute. A focus group discussion is a qualitative data collection method that engages 6 to 12. The group of participants is guided by a moderator or group facilitator who introduces topics for discussion and helps the group to participate in a lively and natural discussion amongst. Focus groups qualitative research guidelines project.
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