Type author names here Social Research Methods Chapter 21: Focus groups Alan Bryman Slides authored by Tom Owens

Bryman: Social Research Methods, 4 th edition What is a focus group? Form of group interview Several participants and a moderator Individuals in a social context Discussion of specific issue Study interaction between group members How are opinions expressed and modified through group discussions? Key concept 21.1 Page 502

Bryman: Social Research Methods, 4 th edition Uses of focus groups To examine the way people (collectively) construct and organize knowledge To understand why people hold certain views –participants probe and challenge each other To elicit a wide range of views For feminist research (because of the compatibility with the ethics and politics of feminism) Pages 503, 504

Bryman: Social Research Methods, 4 th edition The focus group as a feminist method Less artificial than other methods –mirrors ‘normal’ interaction in social life (although focus group situation is contrived) –emphasis on everyday lived experiences Avoids decontextulization of individuals –because he/she is part of a group Less exploitative –participants empowered by directing the discussion Wilkinson (1999) Page 504

Bryman: Social Research Methods, 4 th edition Recording and transcription Tape record rather than take notes Need to study not only what people say but who says what Record of how the topic was discussed –processes of collectively defining meanings –nuances of language Can be difficult to distinguish voices –use high quality microphone Pages 504, 505

Bryman: Social Research Methods, 4 th edition 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 505

Bryman: Social Research Methods, 4 th edition 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 Morgan (1998) Page 507

Bryman: Social Research Methods, 4 th edition 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 508, 509

Bryman: Social Research Methods, 4 th edition 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 510

Bryman: Social Research Methods, 4 th edition 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 511, 512

Bryman: Social Research Methods, 4 th edition 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 513

Bryman: Social Research Methods, 4 th edition Group interaction in focus groups Important but often overlooked 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 Kitzinger (1994) Pages

Bryman: Social Research Methods, 4 th edition 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 516, 518