Sonia Morán & Ying Wang. Quantitative or qualitative? Group interview? Dynamics, interaction Shared & individual characteristics What are Focus Groups?

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Presentation transcript:

Sonia Morán & Ying Wang

Quantitative or qualitative? Group interview? Dynamics, interaction Shared & individual characteristics What are Focus Groups?

Common uses Product or programme development Understanding ideas, attitudes, opinions Capture language used by participants Linking to other methods in your study When can we use Focus Groups?

Why Or… Why not to use Focus Groups? Advantages Efficient data collection Range of views Limited researcher influence Replication of social interaction Debate Emerging issues Difficulties Less confidential Less control Non-sensitive issues Power relations Quiet & dominant speakers Agreement

… plan Focus Groups? … do Focus Groups? … analyse Focus Groups Data? to …

Size of FG Small vs. Large Number of FGs Research purpose Resources available Information saturation Composition of FGs Participants’ characteristics & relationships Organising participants Setting

Stimuli E.g. text, video… Moderator’s role Researcher vs. Moderator Involvement Moderating skills Discussion & participants Engaging & Balancing

 Technical support  Language  Ethics  Pilot study

 Within & Across Groups vs. Individuals  Codes & Emergent Themes  Frequency, Extensiveness & Intensity  Consistency, change & conflict  Construction of meaning & understanding

 Bloor, M., J. Frankland, M. Thomas and K. Robson Focus groups in social research. London: SAGE.  Fern, E Acvanced focus group research. Thousand Oaks, CA: SAGE.  Hennick, M.M International Focus Group Research. Cambridge: Cambridge University Press  Krueguer, R. A. and Casey, M. A Focus Groups: A Practical Guide to Applied Research. London: SAGE Publications Ltd  Litosseliti, A Using Focus Groups in Research. London: Continuum  Morgan, D Focus groups as qualitative research (2 nd ed.). Thousand Oaks, CA: SAGE.

 Questions (decision making) in all stages  Research Purpose  Planning & anticipating  Keep focus(ed)  Enjoy!