Focus Groups

Focus Groups Are…Directed group discussions about

topics of interestThe group is usually not naturally-

occurringUsually strangers recruited by the

researcher Chosen non-randomly to fit a profile

OriginsSocial science research in the 1930s

and 1940sFrustrated by the limits of survey research

Popularized by private marketing firms from 1950 – 1980Boxed cake mix research

Academic revivalGood way to begin exploring a topic

Virtual focus groups

Morgan (1998) Focus Group Guidebook

The nature of focus groupsThey usually consist of 6-12 membersMembers sit around a table with a

moderator at one endThe moderator directs the discussion,

encouraging all members to contribute and leading the group through the discussion

Why not just conduct depth interviews?

Supporters of focus groups say that participants open up more in focus groupsThey feel more comfortable with others in the same position being asked the same questions

Focus group members may bounce ideas off each other and trigger discussion where any individual might not have come up with the topic/ideasDownside: participants may appear to

adopt ideas they really don’t support and have not closely considered before

RecruitingNonrepresentative samples

Time to participateKnowledge of focus group topicTargeted population

Homogeneous vs. HeterogeneousHomogeneous groups tend to be more willing to share their feelings

Heterogeneous groups may spark more ideas

Schutt (2004) Investigating the Social World

Game DayFocus groups tend to last 1 to 2 hrsModerator works off a prepared

scriptIntroduction

Overview of topicGround rules

Opening question round robinFollow up Summary question – “So you’re saying…”Final question – “Have we missed

anything?”Transition to next topic

Krueger (1994) Focus Groups

Game Day

Moderator rolesThe seeker of wisdomThe enlightened noviceThe expert consultantThe challengerThe refereeThe writerThe therapistA good moderator draws out answers

and does not impose views on the group.

Krueger (1994) Focus Groups

Moderator skillsPut people at ease

Acknowledge the situation (two-way mirror, etc.)

Keep the conversation movingRe-energize the conversation when

things get slowGet out of the way when people are on a

rollDirect the conversation without

undermining spontaneity, shutting off important discussion

Maintain a positive mood in the group

Dig deep—don’t let participants off with top-of-mind or thoughtless answersBut don’t anger or insult people

How focus group participants actNon-response

A number of participants will not want to give their own unique perspective or to talk about themselves or their loved onesIt is the responsibility of the moderator to

draw them outTalking too much

Moderator must control assertive respondents without appearing hostile, overbearing

If moderator is unsuccessful, predetermined method of removal

Participants often will assume certain rolesInterpreterGroup representativeOverbearing bossEmotional supporter

One of the responsibilities of the moderator is to prevent role-taking and to gain valid responses from all group members

How many focus groups should be conducted?

Usually 2 to 3 will provide adequate information for a relatively straightforward set of questions or to generate interesting ideas to follow up on

For scholarly study or extensive commercial analysis: saturation

Continue until you are not gaining new information worth another group

Schutt (2004) Investigating the Social World

AnalysisMost analyses rely on multiple

readings of notes and transcriptsReview of tapes for non-verbals as well

Attempt to identify ideas thatAre heavily supportedAre unexpectedAre insightfulProvide new ways of approaching

problemsKrueger (1994) Focus Groups

AnalysisLook for common themesLook for widely agreed-upon ideasLook for the significant

disagreementsEntertain alternative explanations

Don’t prematurely close off non-preferred explanations for your findings

Good analysis takes time

Strengths of focus groups1. Focus groups are flexible.

Participants can be exposed to video, audio, etc. A number of types of responses can be gathered, etc.

2. Focus groups provide large amounts of information from a small number of respondents in a relatively short time.

3. They can generate important insights into little-understood topics.

Strengths of focus groups4. They help with understanding

group dynamics. Researchers can observe interactions among participants.

5. Participants and interviewers are on a relatively even footing.

6. Unanticipated topics can be explored as they arise.

Strengths of focus groups7. Complex behavior and motives can

be investigated.

Weaknesses of focus groups1. The quality depends heavily on the skills

of the moderator and analyst Poor data quality/bias Interpretation may be of low quality or

biased

2. Analyses may be difficult and time consuming

3. Participation is voluntary so group members may have to be offered incentives

Weaknesses of focus groups4. Dominant personalities may

overpower others5. The situation is artificial6. Volunteer samples mean the

findings may not be generalizable