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Focus Group Discussion Overview

A focus group discussion is a semi-structured qualitative research method involving a small group of participants that discusses issues and shares opinions on topics selected by the researcher. It is led by a facilitator and aims to understand perceptions, attitudes and beliefs. An ideal focus group lasts 60-120 minutes, allowing time for discussion while avoiding fatigue. The process involves welcoming participants, explaining ground rules and the purpose, asking questions, and summarizing responses before thanking participants. Focus groups provide in-depth insights but results are not statistically significant or generalizable due to the small sample size.

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Jailly Villanoza
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87 views10 pages

Focus Group Discussion Overview

A focus group discussion is a semi-structured qualitative research method involving a small group of participants that discusses issues and shares opinions on topics selected by the researcher. It is led by a facilitator and aims to understand perceptions, attitudes and beliefs. An ideal focus group lasts 60-120 minutes, allowing time for discussion while avoiding fatigue. The process involves welcoming participants, explaining ground rules and the purpose, asking questions, and summarizing responses before thanking participants. Focus groups provide in-depth insights but results are not statistically significant or generalizable due to the small sample size.

Uploaded by

Jailly Villanoza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd

FOCUS GROUP DISCUSSION

Presented by:
Jejay S. Villanoza
What Is A Focus Group Discussion?
 Is a rapid assessment, semi‐structured data gathering method in which a purposively
selected set of participants gather to discuss issues and concerns based on a list of key
themes drawn up by the researcher/facilitator (Kumar, 1987).
 Was originally developed to give marketing researchers a better understanding of the
data from quantitative consumer surveys (Krueger, 1988).
 It is a form of qualitative research where questions are asked about their (participants)
perceptions, attitudes, beliefs, opinions or ideas.
 It is led by a facilitator (interviewer).
Length of the Focus Group Discussion

An FGD should be between 60 and 120 minutes.


o If the FGD is shorter than 60 minutes, it is often difficult to
fully explore the discussion topic.
o If the FGD is longer than 120 minutes, the discussion can
become unproductive.

Gorman and Clayton (2005)


PROCESS of Conducting FGD
o Prior to participants arriving, set up the room and any technology.
o Introduce yourself and welcome participants.
o Explain the purpose and outcome of the focus group.
o If you are recording the session, ask for permission.
o Explain how they were chosen.
o Explain the Ground Rules.
PROCESS of Conducting FGD
o Have group members introduce themselves.
o Begin asking the questions with the opportunity to let the group guide
discussion.
o Near the end, you may want the Recorder/Observer to summarize the
discussion to get concurrence from the group about what they said.
o At the end, thank participants for their willingness to share honestly and
explain what will happen with their comments.
PROCESS of Conducting FGD
o Have group members introduce themselves.
o Begin asking the questions with the opportunity to let the group guide
discussion.
o Near the end, you may want the Recorder/Observer to summarize the
discussion to get concurrence from the group about what they said.
o At the end, thank participants for their willingness to share honestly and
explain what will happen with their comments.
Advantages of Focus Group
o Can obtain in-depth information
o Allows participants to build off each other’s responses
o Allow for follow up questions and clarification of answers
o Inexpensive and can save time compared to individual
o Have an opportunity to feel like they are involved and have the
opportunity to make a difference
Disadvantages of Focus Group
o Do not provide a representative view of the whole population and the
results are not able to be generalized.
o The information gathered is primarily subjective and is not of statistical
significance.
o Some topics are not suitable for a focus group discussion.
o The conversation may become difficult to control or manage.
References
• Debus, M. (1988). A handbook for excellence in focus group research. HEALTHCOM Project special
Report Series. Washington, D.C.: Porter/Novelli.
• Krueger, R. A. (1988). Focus groups: A practical guide for applied research. Newbury Park, California,
U.S.A.: Sage Publications, Inc.
• Kumar, K. (1987). Conducting focus group interviews in developing countries. A.I.D. Program Design
and Evaluation Methodology Report No. 8. Washington, D.C.: U.S. Agency for International
Development
• http://research.apc.org/images/2/2f/A_Qualitative_Framework_for_Collecting_and_Analyzing_Data_in
_Focus_Group_Research.p
• https://ricehopper.files.wordpress.com/2009/10/focus-group-discussion.pdf
• https://www.bzu.edu.pk/PJSS/Vol33No12013/PJSS-Vol33-No1-16.pdf

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