Focus group

Christ University focus group 6

Focus group is a qualitative research method commonly used in market research, social sciences, and other disciplines to gather diverse perspectives on a specific topic, product, or concept. This method involves a small, demographically diverse group of people whose reactions are studied especially in response to new products or policies, among other topics. The focus group is guided by a trained moderator who facilitates discussion and ensures that the conversation remains on topic.

Overview

Focus groups are a form of primary research that allows researchers to collect data on people's perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Groups are typically composed of 6-10 participants, allowing for a range of opinions but small enough to let everyone share their thoughts. Sessions usually last from one to two hours.

History

The method has its roots in the early 20th century but became significantly popular in the 1940s and 1950s in the United States, particularly within market research and the evaluation of television programming. Sociologist Robert K. Merton is often credited with developing the focus group method in the context of wartime research.

Methodology

The success of a focus group depends largely on the skill of the moderator and the homogeneity of the participants. The moderator's role is to stimulate discussion and ensure that all topics of interest are covered without leading the group to a particular conclusion. The discussion is typically recorded and transcribed for further analysis.

Recruitment

Participants are usually recruited based on their relevance to the research topic, such as demographic characteristics, attitudes, or behaviors that are pertinent to the subject of study. Recruitment can be done through various means, including databases, social media, and referrals.

Discussion Guide

A discussion guide is prepared in advance to outline the topics and questions to be covered during the focus group. This guide serves as a roadmap for the moderator to ensure that all relevant topics are discussed.

Applications

Focus groups are used in a variety of fields including, but not limited to, marketing, public health, political science, and user experience design. They are particularly useful for exploring new concepts, testing new products, and understanding consumer needs and preferences.

Advantages and Disadvantages

Advantages

- Provides deep insights into participants' attitudes, motivations, and feelings. - Allows for the exploration of complex behaviors and decision-making processes. - Generates immediate feedback on concepts or products.

Disadvantages

- Results may not be statistically significant due to the small sample size. - The presence of dominant participants can skew the discussion. - The quality of the data depends heavily on the moderator's skills.

Ethical Considerations

Researchers must ensure that focus groups are conducted ethically, with respect for participants' privacy, confidentiality, and voluntary participation. Informed consent is a critical aspect, where participants are made aware of the study's purpose, how the data will be used, and their rights during the study.

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