Focus Group Discussions

“No cross-talk means sharing

your experience, concerns,
feelings, opinions, and hopes
related to a particular issue or
topic without referring to, or
reacting to, any other group
member’s sharing and without
evaluating what has
previously been said.”
Focus Group Discussions

• “group depth interviews” or

“focused interviews”
• Developed shortly after WWII
• Initially used by the entertainment
industry
• Eventually came into widespread
use in consumer market research
 Characteristics of Focus Groups
• Agreement is not necessary or even desired in the
focus group
• Homogeneity, not heterogeneity, is most often
sought
• Used as a research/evaluation tool
• Issues discussed are limited
• Groups are small (8-12)
• Multiple groups are conducted
• Neutral Facilitator
• Duration: 1 ½ to 2 hours
• Responses are recorded in detail
• Questions are pre-formulated
 Consider using an FGD when…
• Presence of power differential
• Gap exists between professionals and target
audience
• Need to investigate complex behavior and
motivations
• Need to find out degree of consensus on a
topic
• Need for friendly research method
• Insights are needed
 Do NOT use FGD’s when…
• Primary intent is not research
• Group discussion is not an appropriate forum
• Topic is not appropriate for participants
• Researcher has lost control over critical
aspects of study
• Statistical data is required
• Researcher cannot ensure confidentiality of
sensitive information
 Advantages of FGD’s
• Captures real life data in a social environment
• Flexible
• High face validity
• Speedy results
• Economical
• Researcher can increase sample size for
qualitative research
 Disadvantages of FGD’s
• Facilitator has less control
• Data more difficult to analyze
• Special skills required
• Nature of group varies
• Groups may be difficult to assemble
• Venue must be conducive
 Methodology
1. Problem Definition
2. Identification of Sample
3. Identification of Moderator
4. Generation and Pre-testing FGD Schedule
• Opening questions
• Introductory questions
• Transition questions
• Key questions
• Ending questions
 All things considered question
 Summary question
 Final question
 Methodology
1. Recruiting the sample group
2. Conducting the FGD
• Pre-FGD
 Prepare resources
 Practice introduction and
questions
 Plan to arrive early
 Assemble equipment
 Arrange the room
 Quiet time
 Methodology
1. Conducting the FGD
• During the FGD
 Welcome the Group
 Introductions
 Set ground rules and norms
 Explain recording methods
 Present questions one by one (don’t forget to
probe!)
 Practice active listening
 Remain neutral
 Publish answers, if necessary
 Synthesize
 Thank group for participation
 Activity
• Members of the
hospitality industry have
hired you to define the
ideal romantic getaway.
Given the limited time
you have to complete
the first phase of the
project, you have
decided to conduct
focus group discussions
to gather your data.
 Methodology
1. Conducting the FGD
• Dealing with Problem Situations
 Monopolizing
 Tangents
 Private conversations
 Jokes
 Disagreeing
 Distractions
 Doing own work
 Time schedules/tardiness
 Non-participation
 Discussion gets out of hand
 Methodology
1. Analysis and Interpretation of data
• Four ways:
1. Transcript based
2. Tape based
3. Note-based
4. Memory based
• Content Analysis
 Consider the words
 Consider the context
 Consider the internal consistency
 Consider the intensity of comments
 Consider the specificity of responses
 Find the big ideas
Methodology
1. Writing the Report
i. Introduction
ii. Statement of the
Problem
iii. Results or Findings
iv. Major Themes
v. Limitations
vi. Implications of
Data/Recommendati
ons
• Sources:
– Krueger, Richard A. (1994). Focus groups: A
practical guide for applied research (2nd ed.).
Thousand Oaks, CA: Sage Publications.
– Stewart, David W., & Shamdasani, Prem N.
(1990). Focus groups: Theory and
practice (Applied Social Research Methods
Series., Vol. 2). Thousand Oaks, CA: Sage
Publications.
– The Facilitator’s Fieldbook.