Steps for conducting focus groups or individual indepth. Focus group interviewing richard krueger 4 beginning the focus group discussion the first few moments in focus group discussion are critical. Larger focus group studies have at least four focus groups, multiple staff, no readymade recruitment source, recruitment occurs across several segments or 6. Focus group is defined as a small group of carefully selected participants who contribute in open discussions for research about a new product or a feature update or any other topic to generalize the results from this concentrated discussion to the entire population.
Ten top tips for great focus groups the experience business. The focus group interview process involves a tremendous amount of planning prior to the facetoface contact with the group participants, but actually conducting the focus interviews is the key part of the process. It is a form of qualitative research where questions are asked about their perceptions attitudes, beliefs, opinion or ideas. Recruit participants for your focus group and apply techniques to ensure they show up and participate. 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. 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. Conduct the focus groups or interviews focus groups and interviews typically begin with the moderator welcoming participants and briefing them on the process e.
A group of people working in the same room, or even on a common project, does not necessarily invoke the group process. The project team, also referred to as the research team, is critical to the outcome of the focus group project. The focus group needs to be appropriate for the type of participants in the group. The purpose will guide the direction, depth, and intensity of analysis.
This will allow them to direct full time attention to this planning process for this short but intense period of time. A focus group is a focused discussion group that follows a structured questioning. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving. In addition, you are provided with the appropriate focus group forms, including the verbal consent script, which will also act as a signin sheet for the focus groups. The data gathered in step 2 of the process should have highlighted a number of areas. These discussions should be held in an environment that is nonthreatening and receptive. The purpose of using focus groups is to discuss the findings from step 2 of the risk assessment. The first few moments in focus group discussion are critical. Apr 25, 2020 the focus group interview requires a group of eight to ten people gathered to discuss a particular topic. In a typical focus group, approximately 6 to 10 people spend 60 to 90 minutes voicing.
Based upon the research objectives, a list of questions schedule or script is prepared as guidance for each focus group discussion session. The number of focus groups and employees involved in this stage will depend on the size of the organisations, the organisational structure and local circumstances. A focus group is most effective with 712 participants. This method serves to solicit participants attitudes and perceptions, knowledge and experiences, and. As a matter of process, the focus group facilitators highlighted contributions in each meeting in order to document the conversations. Ten top tips for great focus groups the experience.
Focus group research focus group in qualitative research. A focus group is a small group discussion guided by a trained leader. The shared characteristics may relate to a particular problem, livelihoods occupation, age, social group, place of residence, experience of. It can be used as an easy guide to keep you on schedule and make sure you keep track of all of the many pieces involved in having a successful focus group. What follows is a sample focus group discussion guide that can be used to collect information from entering students. Fgds are a predetermined semistructured interview led by a skilled moderator. Conceptualizing the focus group and managing the logistics will prepare the focus group for stage three. The question section is where you ask the questions that you designed and tested in step 4 3. Eligibility process marketing research revolves around collecting opinions on products and services to help our clients gain insights on the latest consumer trends. The more defined the objective the easier the rest of the process. A focus group discussion involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. Process observation requires patience and the ability to focus on everyone in the group. A practical guide to focusgroup research rosanna l.
The focus group process as stated in the foreword, this guide provides a stepbystep overview of planning, organizing, and managing a focus group. Focus groups can be conducted in person or via teleconference. Their answers are recorded, sometimes by the moderator sometimes by an observer or observers, and then analyzed and reported on at the end of the process. The focus group fg has been actually employed by marketing, and is becoming importanct also in other areas. Facilitation the general components of the facilitation stage are preparation, presession, and the session itself.
Focus group methodology is an introductory text which leads readers through the entire process of designing a focus group study. In this guide you will find checklists and samples of items such as focus group questions, recruitment flyer, invitee tracking form. Depending on the frequency of meetings and an understanding of what to look for, you can be instrumental in ensuring group and individual success. The ideal amount of time to set aside for a focus group is anywhere from 45 to 90 minutes. Focus group members will be asked to be available during the full process. Study purpose methodology conceptualization logistics facilitation preparation presession session analysis reporting using this fivestage process as a guide will contribute to the completion of an. Sometimes it takes listening to the opinions of others in a small and safe group setting before they form thoughts and opinions.
A facilitator guides the participants through a series of questions, starting with relatively broad questions and narrowing in to elicit very specific responses. However, there are also some pitfalls to the focus group interview that need to be carefully identified and avoided by researchers who want. Where appropriate we use the example of the national science foundation nsffunded puget sound consortium for manufacturing excellence cme program to illustrate. The analysis sequence continues after the focus group with an immediate debriefing with the moderator and assistant moderator. The questions and the manner in which the focus group is facilitated will vary based on the type of participants. These include 1 research design, 2 data collection, 3.
Those employees who are released for this process and require substitutes, they will be provided. The recording will be used to create a transcript of the event. The opening is the time for the facilitator to welcome the group, introduce the purpose and context of the focus group, explain what a focus group is and how it will flow, and make the introductions. The screening process resulted in 170 articles, the majority of which 67%, n 114, were published between 2011 and 2017. There are certain factors to acknowledge for each component that will contribute to conducting a successful. Web conferencing is an additional technology that can be used for focus groups. In this chapter, i will focus on the importance of the focus group method, its history, and its benefits and pitfalls. Planning the focus group study p lanning is a task that helps the researcher, the research team, and the client or sponsor of the study.
Focus groups procedural guide this overview of procedures used in developing and implementing a focus group are just that an overview. Each study we host has specific requirements to ensure we gather the best information possible for our clients. This methodology brief outlines a fivestage process for conducting focus groups and reporting on the results. How to conduct focus groups interaction design foundation. It is important at the start of the process to plan the focus group sessions into the project plan. Best practices in research evaluation what is a focus group. The moderator will pose questions from a script to the group. Focus group discussion consists of four major steps as shown in figure 1. A focus group is, in essence, a large scale interview. Participants in a focus group sage publications inc.
How to conduct a focus group the grantsmanship center. Chapter 4 group work technical university of denmark. The project team, also referred to as the research team, is. It is conducted in the presence of a moderator who will ensure the results are. It ensures that everyone on the team is aware of the purpose of the study, that the expected outcomes of the study are identified and that the study design matches the available resources.
The process begins with identifying the main aim and defining the key research objectives of the study. The purpose drives analysis throughout the analysis process, remember the purpose of the study. Focus group process and outcomes three focus groups were conducted by the office of conflict and peace studieseach one was themed to capture summary information that pertains to the measure under consideration. Managing and making sense of focus group data sage. Participants in a focus group 67 gender you want to talk to men who have had false positives on prostate screening tests to find out how this impacted their quality of life. Chapter 6 analyzing focus group results 141 participants, and that a short verbal summary at the conclusion of the discussion allows for verification. How to conduct a successful focus group discussion atlan. Introduction to conducting focus groups office for coastal. Outlined here are the details for conducting a high quality focus group. The sample of people can be selected in a number of ways. A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. It is used to learn more about opinions on a designated topic, and then to guide future action. This checklist is designed to assist you with the planning and implementation of a focus group. The guide is designed to help ndi program staff in the field and in d.
In a typical focus group, approximately 6 to 10 people spend 60 to 90 minutes voicing their opinions about your website or application. Focus groups can help guide marketers in providing better goods and services. The intent of this chapter is to present an overview of focus group analysisanalysis that is practical, systematic, and verifiable. At this time, the moderator makes a quick check to ensure. As said the process of working by the focus group members is very flexible, it helps in providing some of the gestures which give the clients proper insights of the research process. There are only a few basic rules to keep in mind while participating today. The interview results in a wealth of data that can be applied in many different ways. Unlike interviews, which usually occur with an individual, a. In focus group discussion participants are free to.
We divide the activity of conducting a focus group into three main phases. Develop a clear screening process at recruitment stage. Depending on the research objective, the focus group can be used alone or in conjunction with other methods. This is the optimal size to promote discussion and enable the facilitator to keep the group on task. 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. Breen faculty of education, university of technology, sydney, australia abstract this article guides readers through the decisions and considerations involved in conducting focusgroup research. A focus group interview is a method of research involving a small group of people who are interviewed on a subject of interest to the researcher. More detailed information can be found in the reference section below. Before launching into sections on how to set up focus groups, designing the focus group interview schedule, overcoming ethical issues, conducting the pilot study and analysing focus group data, it is advisable to start by working through the decisionmaking process that determines the appropriateness of the adoption of a focus group methodology. While this publication provides basic information about putting together a focus group project, the researcher or facilitator will play a. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion.
The focus group moderator nurtures disclosure in an open and spontaneous format. The moderators goal is to generate a maximum number of different ideas and opinions from as many different people in the time allotted. As such, the focus group method is sometimes referred to as a focus group interview, a group interview, or a group depth interview. 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. While this publication provides basic information about putting together a focus group project, the researcher or facilitator will play a critical. A focus group is a good tool to use, because a focus group requires a relatively small portion of time from a much smaller number of people than is the case with many other social science methods. A focus group, as a research method, involved more than one participant per data collection session wilkinson 2004. A focus group is a gathering of deliberately selected people who participate in a facilitated discussion intended to elicit consumer perceptions about a particular topic or area of interest. Much of the work presented here is taken from two sources. While it is ideal to conduct a focus group in person, it is possible to conduct a focus group by phone. If the group is facilitated in a totally autocratic manner, there may be little opportunity for interaction relating to the work.
Be specific about who you need to talk with and why. Within this small group environment, it is possible to obtain a great deal of information in a short period of time. Designing and conducting focus group interviews, by richard a. The moderator asks broad questions to elicit responses and generate discussion among. A focus group is a method of research involving a small group of people usually six to eight. Put your thoughts in writing bulleted outline welcome introduce moderator and assistant our topic is. This table shows the version history of the conducting focus groups document. In short, it makes the whole process a transparent procedure as the clients get an opportunity to look into the matter in a proper and detailed manner. Focus groups are a inexpensive way to identify peoples preferences, motivations, thoughts, feelings and attitude towards a product or service. Family characteristics you want to talk to women who have had babies in the past year to get help in designing a program for new moms. It is for this reason that the political party development team produced from proposal to presentation. Focus groups and interviews typically begin with the moderator welcoming participants and briefing them on the process e. Larger focus group studies have at least four focus groups, multiple staff, no readymade recruitment source, recruitment occurs across several segments or. The goal of todays meeting is to understand if the internal communications and news you currently receive is effective, relevant and valuable to you.
Act as a moderator during your focus group and apply strategies to handle various types of situations. Focus group guide focus groups can help you identify and analyse emerging psychosocial hazards and inform future planning identified in the risk assessment process. Pdf the use of the focus group method in social work research. For supporting focus group materials such as recruitment tips, invitation email templates, consent forms, profile sheets, and a comprehensive planning guide that outlines focus group staff roles and. When more than one focus group will be conducted for the same topic, a facilities and materials checklist see appendix a helps with the preparation and tracking of each focus group. A guide for planning, organizing, and managing focus groups. A moderator must be identified who is familiar and comfortable with the group process and one who can keep the participants on target. The conceptualization of a focus group follows a process similar to a classic research study. Theyre ideal for consulting with workers and enable the collection of meaningful data on peoples perceptions of their work environment. Planning the focus group study sage publications inc. Focus group interviewing richard krueger 3 first steps with focus group studies 1.
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