Focus Groups Flashcards
What is a focus group?
A form of group interview in which there are several participants and a moderator, the emphasis is on interaction within the groups and the joint construction of meaning, on a particularly fairly tight defined topic
- data is generated by interaction between group participants
What are the differences between a focus group and an individual interview?
Focus groups lack the depth and richness, however, in responding to each other participants reveal more of their own frame of reference on the subject of study, and as everything emerges from discussion within the group, the perspective is less influenced by interaction with the researcher than in an individual interview
How are focus groups normally conducted?
In person, but due to the impact covid has had there has been a rise in online use
What are the advantages of using a focus group?
Good for creative thinking and solutions, and to tackle abstract and conceptual subjects where enabling or projective techniques are to be used/ in difficult or technical subjects where information is provided. Good for when participants are geographically clustered,
What are complimentary interactions (Kitzinger, 1994)?
Consensus emerges where there is an agreement between viewpoints as each participant builds on the previous remark
What are argumentative interactions (Kitzinger, 1994)?
can be useful and revealing because participants challenge each other so opinions are revised and modified which makes people account for their vires
What is the researchers role within the group?
The researcher uses the group process to encourage open, interactive discussion, but also controls it to bring everyone in, prevent dominance, and steer the group away from irrelevant areas
How much intervention is needed by the researcher?
This will vary between groups, and will vary on both the dynamic in an individual group and the nature of the research subject
- researcher has to balance intervention and non-intervention
