This resource corresponds to Module 5.
Adapted from Fabiano, P. and Lederman, L. C. (April, 2002).
Working Paper #3: Top Ten Misperceptions of Focus Group Research. A
publication of The Report on Social Norms. Paperclip Communications.
- Focus groups are easy. Focus
groups may appear easy, but they in fact require careful planning,
elaborate logistical preparation, thoughtful execution, and detailed
analysis.
- Focus groups are quick. A general
rule in focus group research is to continue conducting interviews
until no new or relevant information emerges from the groups.
Typically, the first two groups with a particular audience provide
a considerable amount of new information, but by the third or
fourth session little new information emerges. A common timeline
consists of one month to plan the project (e.g., clarify the
research questions, develop interview questions), one month to
organize and conduct the groups themselves, one month to analyze
the data, and at least a week or two to write up what you have
learned.
- Focus groups are cheap. Potential
costs include incentives for participants (e.g., refreshments,
stipends), room rental, equipment purchase or rental (you'll
want to invest in a good tape recorder and microphone), honorarium
for facilitators, recruitment costs (e.g., to reproduce recruitment
flyers and/or to place a newspaper ad), transportation, babysitters,
and payment for transcriptionists.
- Any five people make a focus group.
The people you recruit to be in your focus group should be people
who can answer your research questions. For example, if you want
to understand the responses of heavy, frequent drinkers to your
social norms marketing campaign, then it is heavy, frequent drinkers
whom you must recruit. Even occasional drinkers will not be able
to provide you with the information you are looking for.
- Focus group facilitators can play the
discussion by ear. To a large extent, the quality
of the results of focus group research is directly related
to the skills and preparation of the facilitator. They must
know how to use standard group process skills, such as setting
ground rules, listening, responding, and using open-ended questions.
They must also know how to advance a questioning protocol without
interrupting the flow of the conversation and use questions
that probe, test, and steer participants so that the group
continues to address the main research questions. In essence,
he or she must be able to maintain a big picture of the research
under way, while paying close attention to the details under
discussion.
- Focus group data can be used to replace
survey questionnaires. Focus group data are different
from the data produced by survey questionnaires, especially
when the survey is administered to a randomized sample of a
population. Survey questionnaires produce numerical data that
answer the question of "how much" or "to what extent" a particular
phenomenon is happening. Focus group data provide a context
for understanding these numbers.
- You can generalize what you learn from
a focus group to your population. One of the assumptions
implicit in focus group research is that the sample, or the
participants, may not necessarily reflect the entire population.
However, if the focus group research has been carefully conducted
and appropriately analyzed, then the researcher can cautiously
transfer what she has learned in the focus group to other people
who possess similar characteristics as the people in the focus
group. If you discover something that you want to generalize,
you might include it in future survey items.
- Qualitative data produced in focus groups
are better than quantitative data. All research consists
of a systematic way of finding out how the world works. Quantitative
research uses numerical analysis to measure "how much" or "how
many" of a particular phenomenon is occurring among a typically
large, representative sample of people. Qualitative research
describes "why or how" a particular phenomenon is occurring,
usually among a relatively small, homogeneous group of people.
These two categories of information are different, but equally
important.
- Focus group results can be easily compiled
and reported. Compiling focus group results involves
the identification of themes, patterns, similarities, and differences
in the data within and across all the groups. It also involves
preparing a written summary that includes quotations from the
groups. Doing this well takes time and effort.
- Focus groups pose no risk to participants.
Focus group participants should have a clear understanding of
why they are being asked to participate and how their participation
will contribute to the research. They should also be assured
that stories shared in the context of the group will not be shared
with others outside of the group.
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