38146929
Description
Mind Map by edmy santiago, updated more than 1 year ago
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Created by edmy santiago
almost 2 years ago
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FOCUS GROUPS
- Definition
- A focus group is a carefully planned and moderated informal
discussion where one person’s ideas bounce off another’s
creating a chain reaction of informative dialogue.
- Focus-group interviews are at the opposite end of the spectrum altogether, modified yet further until they resemble hardly at all the kinds of interviews you are obliged to endure in
your efforts to find your ideal job. Focus-group research is a form of qualitative method used to gather rich, descriptive data in a small- group format from participants who have
agreed to ‘focus’ on a topic of mutual interest.
- A focus group is a carefully planned and moderated informal
discussion where one person’s ideas bounce off another’s
creating a chain reaction of informative dialogue.
- Purposes
- Its purpose is to address a specific
topic, in depth, in a comfortable
environment to elicit a wide range
of:
- - Opinions
- - Attitudes
- - Feelings or perceptions
- A group of individuals who share
some common experience
relative to the dimension under
study.
- - Opinions
- Its purpose is to address a specific
topic, in depth, in a comfortable
environment to elicit a wide range
of:
- Procedure
- Establishing your focus
group
- It need not contain a
fixed number of
participants
- You may choose a group which
pre-exists your research
exercise
- Choose participants who
share similar qualities
- It need not contain a
fixed number of
participants
- Developing your questions
- Participants should feel he or
she are taking part in a
free-flowing discussion
- You will have to take the time to
construct your questions
carefully
- Consider the wording of your
questions
- Participants should feel he or
she are taking part in a
free-flowing discussion
- Conducting your focus
group
- It is the responsibility of the
moderator to ensure the
meeting is a successful one
- Your single most
important responsibility
as moderator is to ask
the research questions
- Make eye contact with one
another
- It is the responsibility of the
moderator to ensure the
meeting is a successful one
- Analysing your
data
- Transcribe each recording as
soon as possible
- Begin your content analysis by
reading all your summaries
and transcripts in one sitting
- Understand and work with
the information you have
collected
- Transcribe each recording as
soon as possible
- Establishing your focus
group
- Advantages
- Synergism
- Produce a wider range of
information
- Produce a wider range of
information
- Snowballing
- Generates new ideas
and topics
- Generates new ideas
and topics
- Stimulation
- The group setting works to
spur members
- The group setting works to
spur members
- Security
- Encourages group members
- Express the opinions more
freely
- Encourages group members
- Spontaneity
- Holds a strong
opinion about a
subject
- Agrees or disagrees
emphatically with
another’s comments
- Holds a strong
opinion about a
subject
- Reflect people’s genuine thoughts and
feelings about a subject than that
obtained through individual interviews
- Synergism
- Uses
- identify some of the emerging
themes and issues
- Understand the issue(s) under question from
the standpoint of those who it most affects or
to whom it most matters
- identify some of the emerging
themes and issues
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