Focus group interview

By Aditi bhutra

Intro and Meaning

A small group of people are brought together

to discuss specific topics of interest to the researchers. The group process tends to elicit more information than individual interviews because there is cross-conversation and discussion. Different views can be explored.

Characteristics

Qualification of moderator
Detached but kind Alert to signs that the group is

disintegrating Stimulate interaction Encourage respondents to be more specific about generalized comments Encourage unresponsive respondents to participate. Flexible able to alter the planned outline according to the situation Guide the discussion at an intelligent as well as emotional level.

Focus group layout

Advantages
Synergism wider range of information Snowballing One persons comments

triggers a response from another person. Stimulated excitement increases in a group. Security participants feel more comfortable to answer in a group with similar interests. Spontaneity

Thank u !