An analysis of one of the qualitative research techniques - focus group interviews.
Written in 2001; 3,481 words; 12 sources; APA; $ 98.95
Paper Summary:
This paper analyzes the focus group interview. It describes this method and tries to find out why this research procedure works and why and how it is used. The writer also discusses the advantages and disadvantages of focus groups. In addition, the writer explains its detailed methodology, process of its planning, moderating of discussion, analyzing and reporting of obtained data. The writer concludes that the future of this qualitative technique is probably in online focus groups, although this new environment and new technology could also bring new problems and threats to the final outcome.
Outline:
What is Focus Group?
What is Focus Group Used For? Where is it Used?
Advantages of Focus Groups
Disadvantages of Focus Groups
Methodology of Focus Groups
From the Paper:
"Focus group is a special qualitative research technique used for deeper understanding of a topic or a phenomena of interest. It is also sometimes called as group interviewing or controlled group discussion (Wimmer, Dominick 1991: 145). As submitted by Mahoney (1997) focus groups combine elements of both interviewing and participant observation. The group consists of 6 to 12 people being interviewed simultaneously by a moderator who leads and controls the discussion about a focal topic (Wimmer, Dominick 1991: 145). The composition of the group is relatively homogeneous along some predetermined meaningful characteristic (age, gender, social class, level of expertise, etc.). For example a focus group could consist of university teachers or engineering experts from one location to discuss an issue of relevance. Or other focus group might bring together all experts in a particular sector, e.g. transportation. There is a list of topics or specific questions which should be discussed in a permisive environment where points of view are not judged and consensus or decisions are not sought. Each respondent is viewed as having a valued poit-of-view (Williams 2001)."
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