Focus groups
What are “natural groups” in the context of focus group research?
Groups of strangers selected from a particular location
Random samples of participants from the general population
Groups of participants who already know each other
Groups of non-human animals studied in their natural environment
Groups of participants who already know each other
A focus group can be composed of strangers selected from the target population or “natural groups” of people who already know each other from a particular social setting: these might be peer groups in a school, work colleagues, members of a club and so on. “Natural groups” might be selected because of the fact that they have already worked out ways of interaction but, conversely, that might be the very reason they could prove unsuitable for a particular research enquiry.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 510
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 510
Groups of participants who already know each other A focus group can be composed of strangers selected from the target population or “natural groups” of people who already know each other from a particular social setting: these might be peer groups in a school, work colleagues, members of a club and so on. “Natural groups” might be selected because of the fact that they have already worked out ways of interaction but, conversely, that might be the very reason they could prove unsuitable for a particular research enquiry.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 510
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 510
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Why have feminists argued that focus groups successfully avoid “decontextualizing” their participants?A. Because they study the individual as part of a social context
B. Because they tend to be carried out by female researchers
C. Because moderating a focus group demands great technical knowledge
D. Because the data tends to be analysed using post-structuralist theories
What is the role of the moderator in a focus group?
A. To stimulate discussion and keep the conversation on track
B. To ask leading questions and dominate the discussion
C. To sit away from the group and observe their behaviour
D. To evaluate the group’s performance on a particular task
When might it be useful to conduct a relatively large number of focus groups?
A. When participants’ views are likely to be affected by socio-demographic factors
B. When you want to capture as much diversity in perspectives as possible
C. When there are lots of willing volunteers who meet the relevant criteria
D. All of the above
What should the moderator say in their introductory remarks?
A. Thank you to the participants for coming
B. Who they are and what the research is about
C. How the focus group will proceed
D. All of the above
Why is it particularly difficult to get an accurate record and transcript of a focus group session?
A. Because the researcher often forgets to take notes
B. Because focus groups are transcribed several years after they are conducted
C. Because you cannot use a tape recorder in a focus group
D. Because there are so many different voices to follow
What is the main difference between a focus group and a group interview?
A. Group interviews involve fewer participants
B. Focus groups are used to study the way people discuss a specific topic
C. There is no moderator present in a focus group
D. Focus groups save more time and money
How have focus groups been used in media and cultural studies?
A. To plan champagne receptions
B. To investigate birth and conception
C. To explore audience reception
D. To measure TV reception
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