Focus Groups and Qualitative Interviewing

Question 1

What are interviews?

Answer 1

• a form of communication

- means of producing different forms of information with individuals and groups

Question 2

Defining qualitative interviews

Answer 2

• different from structured interviews though both ask purposeful questions of the participants
• qualitative interviews refer to in-depth, loosely, semi-structured interviews

Question 3

What qualitative interviews can offer

Answer 3

• access to attitudes, values, and feelings
• flexibility
• exploration of suppressed views
• sensitive issues can be broached
• achieve depth
• reflect complexity
• allow respondents to answer in their own words

Question 4

There are a number of interviewing styles

Answer 4

• formal, informal, friendly, conversational, controlled

Question 5

some essential interviewing qualities include

Answer 5

• an interest and respect for people as individuals
• flexibility in response to them
• being able to show sympathy and understanding for their point of view

Question 6

there are many different variables that can affect the outcome of an interview

Answer 6

• who is doing the interview
• the location of the interview
• the form of questioning

Question 7

focus group

Answer 7

• a small group discussion focused on a particular topic and facilitated by a researcher
• originated in market researcher

Question 8

focus groups are about the _____ not the ____.

Answer 8

• unit, individual

Question 9

to focus the interaction between participants, researchers might use

Answer 9

• a fixed schedule of questions
• a topic guide of themes for discussion
• a group exercise
• visual cues (video clips/ advertisements/ press releases/photographs)

Question 10

focus group makeup

Answer 10

• size varies
• lasts 1-2 hours
• some focus groups involve a series of sessions with the same group of people but most are one offs
• sessions are often audio and video taped

Question 11

some drawbacks to focus group research

Answer 11

• researchers have less control over the data than in interviews or surveys
• the participants’ gain of power can be seen as the researchers loss
• focus groups provide an insecure basis for generalization