Transcript Focus Group Seminar - University of Southampton

Sonia Morán & Ying Wang
What
are Focus Groups?
• Quantitative or qualitative?
• Group interview?
• Dynamics, interaction
• Shared & individual characteristics
When
can we use Focus Groups?
• Common uses
•
Product or programme development
•
Understanding ideas, attitudes, opinions
•
Capture language used by participants
• Linking to other methods in
your study
Why
Or… Why not to use Focus Groups?
Advantages
Difficulties
• Efficient data collection
• Less confidential
• Range of views
• Less control
• Limited researcher
influence
• Non-sensitive issues
• Replication of social
interaction
• Debate
• Emerging issues
• Power relations
• Quiet & dominant
speakers
• Agreement
to …
• … plan Focus Groups?
• … do Focus Groups?
• … analyse Focus Groups Data?
•
Size of FG
•
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Number of FGs
•
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Small vs. Large
Research purpose
Resources available
Information saturation
Composition of FGs
•
Participants’ characteristics & relationships
•
Organising participants
•
Setting
•
Stimuli
•
•
Moderator’s role
•
•
•
E.g. text, video…
Researcher vs. Moderator
Involvement
Moderating skills
•
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Discussion & participants
Engaging & Balancing
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Technical support
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Language
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Ethics
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Pilot study
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Within & Across Groups vs. Individuals
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Codes & Emergent Themes
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Frequency, Extensiveness & Intensity
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Consistency, change & conflict
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Construction of meaning & understanding
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Bloor, M., J. Frankland, M. Thomas and K. Robson. 2001. Focus groups in social
research. London: SAGE.
Fern, E. 2001. Acvanced focus group research. Thousand Oaks, CA: SAGE.
Hennick, M.M. 2007. International Focus Group Research. Cambridge: Cambridge
University Press
Krueguer, R. A. and Casey, M. A. 2009. Focus Groups: A Practical Guide to Applied
Research. London: SAGE Publications Ltd
Litosseliti, A. 2003. Using Focus Groups in Research. London: Continuum
Morgan, D. 1997. Focus groups as qualitative research (2 nd ed.). Thousand Oaks, CA:
SAGE.
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Questions (decision making) in all
stages
Research Purpose
Planning & anticipating
Keep focus(ed)
Enjoy!