Effective Focus Groups for Qualitative Data Collection

1. Chapter 12 Focus Groups

2. Key points • Focus groups are used to generate and collect interaction between participants • The quality of the interaction depends on the facilitator • Focus groups can be used on their own or with other methods • The key to a successful focus group is good preparation and organisation

3. Focus groups • A focus group is a group interview or discussion: • a small group of people, usually between 6 and 10 • who meet together to express their views about a topic • a facilitator (or moderator) leads the group and guides the discussion • for one to two hours • the discussion is recorded (audio and sometimes video)

4. The facilitator • The level of interaction between focus group members depends on the facilitator • To be a good facilitator, you should: • show an interest in all the participants • not participate in the discussion yourself • be prepared to hear unpleasant views and ones that you do not agree with • decide what level of involvement you want: high, medium or low

5. When to use a focus group • Focus groups can be used to: • provide insight into a topic in preparation for developing a questionnaire • test topic coverage and the phrasing of questionnaires • obtain feedback on research findings at the final stages of a project • understand the sources of participants’ knowledge • explore a subject where little research has previously been carried out

6. Sampling • Selecting focus group members: • use purposive sampling to obtain a representative (non-random) sample • aim to recruit between 6 and 10 members to each group • Number of groups: • different groups may have different segments of the population, e.g. one group with all men, another with all women • groups with people who have a shared experience or similar social identities are more successful

7. Organising a group • Venue: • somewhere where people feel comfortable to sit for a couple of hours • provide refreshments • check audio recorder works (spare batteries, tapes, microphone, etc.) • Start recruitment at least three weeks in advance • Send a confirmation letter beforehand

8. Running a group • Introduction • introduce yourself, the topic, the ground rules • Opening circle • members introduce themselves • Introductory questions • from the facilitator to get the discussion going • Key questions • Ending questions • final opportunity to raise issues of concern to members

9. Analysing focus group data • A 90-minute focus group will yield about 20 to 30 pages of transcript • The data may be analysed using the normal approaches to qualitative data: • thematic analysis, possibly using computer assisted qualitative data analysis software (CAQDAS) • content analysis • discourse analysis • Remember that the focus group is the unit of analysis, not any individual member

10. Summary • A focus group can generate valuable qualitative data, but needs careful preparation • The sampling and recruitment strategy used to obtain members is important • The role of the facilitator is also important to ensure a smooth-running and effective group discussion