Social Research Methods Alan Bryman Social Research Methods Chapter 21: Focus groups Slides authored by Tom Owens

What is a focus group? Form of group interview Several participants and a moderator Individuals in a group/social context Discussion of specific issue Study interaction between group members How are opinions expressed and modified through group discussions? (NOT a means of interviewing people more efficiently) Key concept 21.1 Pages 500-501 2

Uses of focus groups To examine the way people (collectively) construct and organize knowledge. To understand why people hold (and retain) certain views. Participants probe and challenge each other. To elicit a wide range of views. Popular in cultural and media studies to understand ‘audience reception’ and their interpretation(s) of media texts. Useful in feminist research because of the compatibility with the ethics and politics of feminism. Pages 501-502 3

The focus group as a feminist method (Wilkinson, 1999) Less artificial than other methods Mirrors ‘normal’ interaction in social life (although focus group situation is contrived) Emphasis on everyday lived experiences Avoids decontextualization of individuals Because he/she is part of a group Less exploitative Participants empowered by directing the discussion Page 502 4

Recording and transcription Keep a tape/digital record rather than take notes Record of how the topic was discussed Processes of collectively defining meanings Nuances of language Need to study not only what people say but who says what Can be difficult to distinguish voices Use high quality microphone Pages 503 5

How many groups? More than one but not too many Continue until theoretical saturation point reached Socio-demographic characteristics Use stratifying criteria (age, gender, etc) Larger number of groups needed to represent a diverse range of viewpoints Running more groups increases volume of data and complexity of analysis Page 503-505 6

Size of focus groups Average 6-10 members per group Over-recruit in anticipation of ‘no-shows’ Use smaller sized groups when: The topics are sensitive or controversial Each person will have plenty to say You want to glean personal, detailed accounts Use larger groups when: You want to hear numerous brief suggestions Page 506 7

Level of moderator involvement Try to be unobtrusive and non-directive Ask small number of general questions to stimulate discussion Allow a ‘free rein’ to participants Discover what they define as important Intervene if the discussion wanders ‘off track’ or there is a long silence Respond to potentially interesting points that are not picked up by the participants Pages 506-508 8

Selecting participants Usually on the basis of a shared experience or characteristic Socio-demographic factors - stratifying criteria Look for systematic variation between groups Strangers versus ‘natural groups’ Which makes it easier to discuss the topic? Natural groups use taken for granted assumptions Page 508-510 9

Asking questions A few general questions to provoke a response or, a structured list of specific topics to be covered. An open-ended approach: Encourages discussion between participants Allows diversity of views to be heard or, a more structured approach: When the researcher already knows a lot about the topic When there is low participant interest Pages 510-511 10

Beginning and finishing Introduction thank people for coming introduce yourself and the project outline format and procedure ethical issues collect demographic information name cards Closing remarks thank people for participating explain what will happen to the data arrange any further meetings Page 511-512 11

Group interaction in focus groups Important focus of the method, but often overlooked in the literature that employs it Kitzinger (1994): Complementary interactions Consensus emerges Agreement between viewpoints Each participant builds on the previous remark Argumentative interactions Participants challenge each other Opinions are revised and modified Makes people account for their views Pages 512-515 12

Online focus groups Asynchronous/synchronous Email, forums/discussion boards, conferencing software Advantages over face-to-face Cost-effective (time, money, distance, recording) Use of pre-formed ‘captive populations’ Geographical distance negated enabling cross-cultural discussion Textual forms can allow for a more considered and engaged discussion between the group Disadvantages Software compatibility issues and differences in technological capability of individuals (typing etc) Evidence suggests data may be more robust in face-to-face contexts Selection – and management - of participants and/or conversation Rapport can be an issue Response rates Tips and skills: Page 518-519 Pages 515-519 13

Limitations of focus groups Researcher has less control over proceedings Data are difficult to analyse Produce large volume of data Need to analyse for themes in what people say as well as patterns of interaction Difficult to organize / risk of no-shows Very time-consuming to transcribe Tendency for more agreement than disagreement in discussions Potential for causing participant discomfort Pages 520-522 14

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