There are however issues with focus groups that people should be aware of. Focus group discussions generally last from an hour and a half to two hours, longer than this and the discussion loses momentum sherraden, 2001. Aug 16, 2011 focus group research is used to develop or improve products or services. This thoroughness may arise simply because of the number of perspectives represented in the group, but it also owes to the fact that members often propel each others thinking. It is important to have a note taker to record the focus group feedback. The cost of a focus group includes a few things paying a moderator, a facility for the sessions, food and supplies. Fgds are a predetermined semistructured interview led by a skilled moderator. Some of the focus groups advantages are as follows. A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. In this chapter, i will focus on the importance of the focus group method, its history, and its benefits and pitfalls. Economy is an important benefit but there are other benefits of focus groups when compared to.
In virtually every focus group discussion fgd, participants. The format encourages interaction among participants, allowing them to hear. Pretesting the guide with mock focus groups is essential in order to ensure that the questions are clear and likely to stimulate discussion. Oct 01, 2012 a focus group is a form of qualitative research. Very common in marketing research and based open discussion to collect opinions or emotional response to a subject or area. The impression is that fg is often adopted without any prior consideration of whether it. Focus groups can easily turn into patontheback sessions if you. Group discussion is an important activity in academic, business and administrative spheres. With care and careful facilitation, a focus group can make or break a product. Focus groups are useful when there is a common interest among a group of people concerning the research question or when the issue is ambiguous or hypothetical and needs to be solidified. The main purpose is to provide data to enhance, change or create a product or service targeted at a key customer group. Advantages and limitations of focus groups howstuffworks. The group can focus multiple attentions and diverse energy on a topic.
The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. However, each of these methods presents different advantages and. The shared characteristics may relate to a particular problem, livelihoods occupation, age, social group, place of residence, experience of. We conclude that focus groupsare not a quick and easy methodof collecting. Pirates group to learn about decision making in groups because it is common to work in groups and making decisions collectively rather than alone by the group leader. This publication, introduction to conducting focus groups, is the fifth in a series of guides developed to bring information to this audience about the use of social science tools in their field of work. If the discussion is well managed, it allows deepseated feelings on a subject to emerge naturally. Paying someone outside of the organization to moderate the focus group can provide the most objective results but can be a financial investment. How to conduct a successful focus group discussion atlan. A facilitator poses the research questions to the group, which are often based on a prepared discussion guide. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track consumer opinion. Focus groups typically involve a moderatorled group discussion with between eight and 10 people.
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. The advantages of focus group discussion are as follows. Group discussion, conducted several times until similar trends and patterns in perception, attitudes, ideas are shown. A typical focus group session will last between one and two hours. Planning and organisation of focus group discussions. What are the advantages and disadvantages of focus group. As in the case of traditional focus groups, online focus group participation is by invitation only. A focus group discussion fgd is a qualitative research method and data collection technique. As discussed previously, fg may be considered as much a standalone research method as one used in conjunction with other methods. Tbis represents a far more extensive use of focus groups tban any otber study whicb i bave located to date.
The method aims to obtain data from a purposely selected group of. However, such a widespread use of fg seems to have become a fashionable research technique. In this article, we look at online focus group advantages and disadvantages compared with facetoface focus groups. Focus groups rely on interaction within the group based on topics that are supplied by the researcher. The focus group needs to be appropriate for the type of participants in the group. A great moderator of focus groups can understand people and their nonconscious body cues. Focus group is an important research method, here we list the advantages and disadvantages of such research method. Advantages of conducting a focus group interview are the flexibility in questioning, the. The use of focus group in the research design the goal of a focus group is to have the participants understand the topic of interest to the researcher, irrespective of its use, alone or together with other research methods. The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company.
Abstract focus group discussion is frequently used as a qualitative approach to gain an. Advantages focus group brings interaction between participants highlights their view of the world. Characteristics of focus group discussions your business. Pretesting the guide with mock focus groups is essential in order to ensure that the questions are clear and likely to. This format includes the phases of engagement, exploration, and exit. We first briefly explain the procedure of the technique and then provide an overview of the different forms of focus group discussion. The value of the information gathered is dependent on defined objectives. The exchange of ideas takes place in a systematic and structured. Focus group discussion is frequently used as a qualitative approach to. Free and open discussion among the respondents results in generation of new ideas that can be very useful for decisionmaking. Dia focus group summary page 1 focus group summary on february 5th, 2009, two focus groups were conducted by market perceptions, inc.
Wherever possible, there should be a focus group team. Focus group discussion overseas development institute. Advantages and disadvantages of group discussion making. What is the purpose and advantages of focus group interviews. Chapter 6 analyzing focus group results 141 participants, and that a short verbal summary at the conclusion of the discussion allows for verification. A focus group is basically research that organizations do to gather information. The groups quality is up to the quality of each member. Focus groups are most productive when used to determine information on new proposals or programs, determine the strengths and weaknesses of a program, assessing whether a program is working and in the evaluation or success of a program greenbaum, 1993. The clients and moderator develop this guide together. They must be sure that the key demographic is represented, validating the results of the discussion. Focus groups are a form of qualitative research that is commonly used in product marketing and marketing research, but it is a popular method within sociology as well. 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. Conduct a focus group of 8 to 12 students using your discussion guide.
These could include brands, companies or products as well as finding out different attitudes about a subject or a figure politicians for example. A trained focus group moderator will charge a fee for her services. The questions and the manner in which the focus group is facilitated will vary based on the type of participants. Transcribing recorded statements so that a detailed, written document is. Best practices in research evaluation what is a focus group. Used with all of the above, a focus group is an integral part of gauging public perceptions. Focus group is small group selected from a wide population and sampled. The moderator can bring any changes in order to better facilitate the discussion during the group discussion. Heong the focus group discussion fgd is a rapid assessment, semi. Mpi on behalf of the denver international airport dia concessions program. Focus group discussion is frequently used as a qualitative approach to gain an in. Focus group discussions are frequently used to obtain perspectives. The design of the focus group discussion was initiated by mpi and refined with substantial input from the. Prepare a focus group topline report for gatorade management.
All partidpants also completed individual questionnaires. This is the optimal size to promote discussion and enable the facilitator to keep the group on task. Focus groups have advantages for researchers in the field of health and medicine. Here the exchange of ideas, thoughts and feelings take place through oral communication. It has become the subject of important methodological discussions and it is now considered a very innovative research method. What are the advantages and disadvantages of focus groups. The moderator asks broad questions to elicit responses and generate discussion among.
The facilitator uses group dynamics principles to focus or guide a group in an exchange of ideas, feelings, and experiences on a specific topic cooper. Focus group discussion is frequently used as a qualitative approach to gain an indepth understanding of social issues. One aim of a focus group discussion would be to identify perceptions and the range. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a. Conducting a focus group discussion with a natural group may reveal. The above example targeted improving the experience of parents of sick children. It can negatively impact the discussion if the facilitator is stopping to write things down. It is a systematic and purposeful interactive oral process. A focus group is a kind of qualitative research method which puts a group of people together in a room in order to discuss specific topics. 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 is most effective with 712 participants.
At this time, the moderator makes a quick check to ensure. This method serves to solicit participants attitudes and perceptions, knowledge and experiences, and. Focus groups explicitly use group interaction as part of the method kitzinger 1995. One person is the facilitator and the other is the note taker. The analysis sequence continues after the focus group with an immediate debriefing with the moderator and assistant moderator. Pdf the focus group research method has been used in a variety of settings over the years. Focus groups are guided conversations among a number of customers or potential customers to help you learn about various aspects of your business, such as your marketing efforts, quality or customer service. My own preference morgan, 1996 is for a more inclusive approach that broadly defines focus groups as a research technique that collects data through group interaction on a topic determined by the researcher. Advantages and disadvantages the research in management, especially in marketing, frequently considers focus group and other qualitative methods as exploratory tools, its results needing to be verified by a quantitative study, in a representative sample. 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.
Mar 20, 2007 a good focus group interview guide consists of 20 questions or fewer cprc, 2003, and proceeds logically from one topic to another and from the general to the specific. A focus group is a focused discussion group that follows a structured questioning. The group may be more thorough in dealing with a topic than any individual might be. This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. The first is synchronous, which means realtime or live groups, conducted via video or chat. Groups are usually composed of seven or eight people, selected purposively. A good focus group interview guide consists of 20 questions or fewer cprc, 2003, and proceeds logically from one topic to another and from the general to the specific. My own preference morgan, 1996 is for a more inclusive approach that broadly defines focus groups as a research technique that collects data. This format involves using two groups where one group actively dis. Focus group discussion conclusions blora district, central java november 2009 laura paler columbia university 1 main points there is a high demand for better government in blora, but ordinary citizens do not feel empowered to bring about change. What are the advantages and disadvantages of conducting focus. 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.
Now let us look into some of the advantages and disadvantages of focus groups. This format involves using two groups where one group actively. Online focus group advantages and disadvantages mrqual. Advantages and disadvantages of focus groups 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 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. Areas of focus outline types of focus group discussions why use fgds how focus group discussions are administered how to analyze data advantages and disadvantages of focus group discussions 3. Advantages and disadvantages of focus groups a focus group discussion is an interaction among one or more experts and more than one individual with the intention of gathering data.
In focus group discussion investigators interview people with common qualities or experience for eliciting ideas, thoughts and perceptions about particular subject areas or certain issues associated with an area of interest. Top 16 advantages and disadvantages of working in a group. 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. These sessions with consumers are used to solicit the customer perspectives and opinions about new ideas, products or services either being offered or in product development focus group participants are asked questions in an interactive setting and are encouraged to discuss thoughts.