Focus Group Discussion Research (Term Paper Sample)

FOCUS GROUP DISCUSSION
1 Introduction
Focus groups were first used at Columbia University in the 1940s. Early groups were used to study things such as U.S. troop morale following World War II. Private businesses were early adopters of focus groups, having used them since the 1950s to better understand consumer behavior and preferences. In the 1980s and 1990s, social scientists recognized the benefits of focus groups as a qualitative method.
2 What is a focus group discussion?
A focus group is an interactive discussion between 6 to 8 pre-selected participants, led by a trained moderator/facilitator and focusing on a specific set of issues (Hennink, Hutter & Bailey, 2011). According to Rubin and Rubin (2012), in a focus group, a researcher brings together a group of individuals representative of the population whose ideas are of interest.
3 How are focus groups different from regular groups?
A focus group is different from other groups in that it is focused, has a specific discussion topic, has a trained facilitator and its composition is carefully planned to create a nonthreatening environment
4. Some reasons for a focus group discussion
* The group environment acts to temper (modify) extreme views, so that the method also provides an effective means to identify community norms, views and behavior.
* The interactive nature of data collection enables this method to generate more insights on the research issues than a series of in-depth interviews with the same number of participants.
* Focus groups also are useful when study participants have trouble reading or writing.
* They are helpful when perceived power dynamics or the sensitivity of a topic would interfere with responses in a one-on-one interview.
1 When to conduct group discussions.
Focus group discussions can be used for exploratory, explanatory or evaluative research as well as policy oriented research and are particularly suitable for the following:
* Exploring new topics about which little is known or where the issues are unclear.
* Gaining a range of views about the study issues in a single episode of data collection
* Understanding typical behavior or social-cultural norms in the study population and highlighting unusual or extreme behavior.
* Understanding group process (decision-making)..
* Mixed methods research, where focus group discussions are paired with quantitative research or other qualitative methods.
2 The cyclical nature of data collection
The process of data collection occurs in a cyclical manner during the ethnographic cycle. The cyclical nature of data collection; which is characteristic of qualitative data research, also allows researchers to identify when to stop data collection. As data are being collected researchers can identify the point at which no more new information is being indentified. This is the point of saturation at which further data collection serves no purpose.
3 Developing the discussion guide
A discussion guide is a list of topics or a series of actual questions used by the moderator to guide the discussion and keep it focused on the research topic. It is a memory aide and ensures that key topics are covered during the discussion. Even though the questions on the guide are structured in a logical sequence, the moderator needs to be flexible to follow topics as they are spontaneously raised by participants.
Structure of the discussion guide (Funnel design)
Making introductions then opening question "Breaking the ice”. Introductory question follows transition questions. Key questions dominate then closing questions
Question design
The focus group questions should be clear, short and simple, avoid jargon and specialist terminology, be one-dimensional and phrased in an informal conversational style. Three unique aspect of a focus group discussion guide are: the questions should promote discussion, direct personal questions are avoided, and fewer questions are included than in an in-depth interview guide.
1 Translation
Some focus groups discussion would be conducted in a different language from that of the researcher. In such situations the discussion guide should be translated into the language in which the discussion will be conducted in appropriate colloquial language not more formal translation. It is extremely important to check the quality of the translated discussion guide. Back-translation is a common strategy used to check the accuracy of the translation.
4 Preparing for data collection
2 Group composition:
1 Homogeneity among participant: Each group should comprise of participants with relatively homogeneous socio-demographic characteristics or some degree of shared experience of the discussion topic.
2 Level of familiarity among participants: The level of acquaintance among participants can also influence participants’ contribution to the group.
3 Group size
Ideally 6-8 participants. If fewer than six, it is difficult to sustain a discussion and gain a diversity of perspectives, and more than eight, there is limited opportunity for each participants to actively participate and it becomes difficult for the moderator to manage the discussions.
4 Group location
1 Anywhere indoors or outdoors, as long as the location is quiet, private, comfortable, free of distractions and easy for participants to locate.
2 However, consider whether the location has any associations that may influence participants’ contributions to the discussion.
5 Conducting the focus group discussion
5 Roles of the focus group team
Comprises of a moderator and a note-taker. The role of the note-taker is to write down the key issues discussed during the group discussion in sufficient detail to reconstruct the main flow of the discussion. The note-taker’s summary should be a detailed record of the discussion issues.
The moderator’s key role is to manage the group discussions so that the information gained can sufficiently meet the research objectives. The moderator’s tasks include:
The first task is welcoming and thanking participants and outlining the process and guidelines for discussions. Ethical tasks such as informed consents, assurance of confidentiality, and storage of data are highlighted. Group cohesion is then emphasized. Facilitating discussion tasks such as managing group dynamics, keep the discussion focused.
6 Managing group dynamics
Everyone must be given an opportunity to contribute. The quiet participant can easily be overlooked; however, their opinions are equally important. The moderator should ensure that they are encouraged to participate. The dominant participant often monopolizes the discussion. The moderator should allow the dominant person to make their point, but not to allow them to dominate the discussion and restrain the contribution of others. The rambling participant monopolizes the discussion time with accounts of their experiences often of marginal relevance. The moderator has to interrupt them and redirect the discussion.
7 Group probing techniques