Focus groups
What is the main difference between a focus group and a group interview?
Group interviews involve fewer participants
Focus groups are used to study the way people discuss a specific topic
There is no moderator present in a focus group
Focus groups save more time and money
Focus groups are used to study the way people discuss a specific topic
A focus group is a special type of group interview. Most group interviews are carried out to save time and, possibly, money by carrying out a number of interviews at once. This is not the point of a focus group. Here, what becomes interesting is the way the group members interact and develop topics for themselves as a result of their interaction. The researcher is more interested in how individuals express themselves as members of a group, than in the actual content. Therefore, like most qualitative research studies, how many people share a particular point of view is not relevant. How people come to hold the views they have, as a result of social interactions, is the raison d’รชtre of a focus group. Bryman points out that the terms ‘focus group’ and ‘group interview’ are often used interchangeably (p501) but it is important to have a clear understanding of the unique characteristics of a focus group, so that it may be selected appropriately as a research tool.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 501
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 501
Focus groups are used to study the way people discuss a specific topic A focus group is a special type of group interview. Most group interviews are carried out to save time and, possibly, money by carrying out a number of interviews at once. This is not the point of a focus group. Here, what becomes interesting is the way the group members interact and develop topics for themselves as a result of their interaction. The researcher is more interested in how individuals express themselves as members of a group, than in the actual content. Therefore, like most qualitative research studies, how many people share a particular point of view is not relevant. How people come to hold the views they have, as a result of social interactions, is the raison d’รชtre of a focus group. Bryman points out that the terms ‘focus group’ and ‘group interview’ are often used interchangeably (p501) but it is important to have a clear understanding of the unique characteristics of a focus group, so that it may be selected appropriately as a research tool.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 501
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 501
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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
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
What are the two main forms of group interaction that Kitzinger identifies in focus group sessions?
A. Altruistic and aggressive
B. Complementary and argumentative
C. Conventional and alternative
D. Passive and assertive
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