Lecture 8 Focus Group Discussions Flashcards
Definition focus group
Generates data through the exploration of opinions, needs, values and believes expressed by participants individually and collectively
Characteristics of focus group
- Venue
- Conversational environment
- Setting: size, length, structure
- Atmosphere
- Activity
Participant selection
By representativeness:
- demographic
- stakeholder
- cognitive
General structure focus group
collect and share intuitions > make it explicit > systematize > converge
Strengths
- co-production of knowledge
- collective perspective
- direct interaction observable
- wide area of applications/issues/topics
- empower participants
- very inclusive
Limitations
- confidentiality issues
- difficult to steer, control and monitor
- overwhelming to analyze
- not representative of larger population
Two questioning strategies
- Topic guide
- Questioning route
Strengths topic guide
- speed
- more conversational
- spontaneous
Limitations topic guide
- more difficult to analyse
- limited feedback with pilot
- inconsistency between moderators
Strengths questioning route
- increased sponsor confidence
- quality analyses
- enhanced consistency
Limitations questioning route
- awkwardness
- slower to develop impression
- potential false
Types of questions
- opening
- introductory
- transition
- key
- ending
Opening questions
acquainted and connected
Introductory questions
introduction and establish connection
Transition questions
more conversation and picturing of topic
Key questions
focus questions and clarifications
Ending questions
what is important and summerize
Diamond shape: diverging
idea generation
diamond shape: converging
idea selection
3 more types of questions
- probing
- follow-up
- unplanned
