Focus Group Discussions By Dr Nitin Mudgal

Focus Groups

A Focus Group Is . . .
What A carefully planned discussion To obtain perceptions of a defined interest area

Program Development & Evaluation

A Focus Group Is . . .
Where In a permissive, non-threatening environment

Program Development & Evaluation

A Focus Group Is . . .
How Conducted by a trained interviewer (moderator, facilitator). Three focus groups are the minimum for a study
Program Development & Evaluation 5

Focus Group Discussions

group depth interviews or focused interviews Developed shortly after WWII Initially used by the entertainment industry Eventually came into widespread use in consumer market research

Moderator Skills
Is mentally prepared Selects appropriate location Records the discussion Uses purposeful small talk Has a smooth & snappy introduction Uses pauses and probes Uses subtle group control Controls reactions to participants Selects the right moderator Uses an assistant moderator

Uses appropriate conclusion

Program Development & Evaluation 7

Why Do Focus Groups?

To collect qualitative data To determine feelings, perceptions and manner of thinking of participants regarding products, services, programs or opportunities Attitudes and perceptions are developed in part by interaction with other people To promote self-disclosure among participants.

Program Development & Evaluation

Characteristics of Focus Groups

Agreement is not necessary or even desired in the focus group Homogeneity, not heterogeneity, is most often sought Used as a research/evaluation tool Issues discussed are limited Groups are small (8-12) Multiple groups are conducted Neutral Facilitator Duration: 1 to 2 hours Responses are recorded in detail Questions are pre-formulated

Consider using an FGD when

Presence of power differential Gap exists between professionals and target audience Need to investigate complex behavior and motivations Need to find out degree of consensus on a topic Need for friendly research method Insights are needed

Do NOT use FGDs when

Primary intent is not research Group discussion is not an appropriate forum Topic is not appropriate for participants Researcher has lost control over critical aspects of study Statistical data is required Researcher cannot ensure confidentiality of sensitive information

Advantages of FGDs
Captures real life data in a social environment Flexible High face validity Speedy results Economical Researcher can increase sample size for qualitative research

Disadvantages of FGDs
Facilitator has less control Data more difficult to analyze Special skills required Nature of group varies Groups may be difficult to assemble Venue must be conducive

Methodology
1. 2. 3. 4.

Problem Definition Identification of Sample Identification of Moderator Generation and Pre-testing FGD Schedule
Opening questions Introductory questions Transition questions Key questions Ending questions
All things considered question Summary question Final question

Methodology
5. Recruiting the sample group 6. Conducting the FGD
Pre-FGD
Prepare resources Practice introduction and questions Plan to arrive early Assemble equipment Arrange the room Quiet time

Methodology
6. Conducting the FGD
During the FGD
Welcome the Group Introductions Set ground rules and norms Explain recording methods Present questions one by one (dont forget to probe!)
Practice active listening Remain neutral Publish answers, if necessary Synthesize

Thank group for participation

Methodology
6. Conducting the FGD
Dealing with Problem Situations
Monopolizing Tangents Private conversations Jokes Disagreeing Distractions Doing own work Time schedules/tardiness Non-participation Discussion gets out of hand

Methodology
7. Analysis and Interpretation of data
Four ways:
1. 2. 3. 4. Transcript based Tape based Note-based Memory based Consider the words Consider the context Consider the internal consistency Consider the intensity of comments Consider the specificity of responses Find the big ideas

Content Analysis

Methodology
8. Writing the Report
i. ii. iii. iv. v. vi. Introduction Statement of the Problem Results or Findings Major Themes Limitations Implications of Data/Recommendations

Thank You