Articles - Asking effective focus group questions
11/6/12 10:18 PM
Asking effective focus group questions
Tags: Focus Group-Moderating Focus Groups
Article ID: 19941203 Published: December 1994 Author: Naomi R. Henderson
Article Abstract
Focus groups are not helpful if the right questions aren’t asked. This article discusses asking effective focus group questions, including the key elements of good focus group research, the role and purpose of effective questions, question types, general questions to establish a base and the classic 10 questions for opening up areas for discussion.
Editor's note: Naomi R. Henderson is CEO of RIVA Market Research, Bethesda, Md.
In the soft brightness of fluorescent lights, eight
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"Can't they figure a way to make that less costly?" The moderator takes a cue from the respondent and opens the question up for discussion: Any suggestions about how a catalog company can lower the shipping and handling costs without absorbing a loss? Conversation on the topic ensues - the moderator intended to bring up the issue later, but since it emerged spontaneously, the moderator pursues it. Analyzing the depth of the answers to the two different initial questions, it is clear that the "why" question elicited a paucity of responses and the "role" question http://www.quirks.com/articles/a1994/19941203.aspx?searchID=256631957 Page 3 of 11
Articles - Asking effective focus group questions
11/6/12 10:18 PM
produced a waterfall, with many opportunities for respondents to provide rich detail for clients. The "why" question invites a rational, not behavioral, answer; one that begins with "because." A question that starts, "What is the role of . . . " allows respondents to enter the "answer arena" from a number of different directions. Given the constraints of focus group research (two-hour time frames, the need for relatively equal airtime for responses, multiple client issues to cover and the time of day most groups are conducted), it is critical that every question in a focus group be an effective question. It is eminently helpful to explore the factors listed below as
The focus group (a less formal forum) included a medical doctor, two residents, two community members, two family members of the residents, nurses, director of nursing, the administrator, a member of the board of the directors, an IT specialist and human resource personnel. A focus group is a specialized group interview in which group members are not told exactly what the interviewer wants to
Flexible and inexpensive, focus groups consist of six to ten participants (Hartman, 2004, p. 408). Additionally, a moderator guides the discussion among its panel members that allows researchers to observe real-time verbal responses and nonverbal cues (Hartman, 2004, p. 402; Cooper & Schindler, 2014, p. 160). Focus groups moderators also have the ability to introduce new ideas to gain a greater understanding of concerns from respondents (Hartman, 2004, p. 402). However, a concern with focus group is the lack of anonymity due to the face-to-face participation.
Four focus groups were held. The setting for the data collection was at an elementary school classroom. The researcher does not justify the use of the specific setting to the reader. It also did not states the impact the setting had on participant in terms of their emotions and participation level, it only stated that there some challenges. Observations and personal experience is an important avenue through which data can be collected (Holloway, I. and Wheeler, S. 2002). Therefore, it would have been essential for the researcher to highlight how participants responded to the focus group interviews and how the participants were observed.
Focus groups can be an excellent way to collect data and be able to identify if the interventions have an effect on the clients (Stringer, 2007). I’m interested
This article represents a focus group type of qualitative research. According to Qualitative Research Consultants Association (2015), in focus group qualitative research, a group of individuals who share a need, life circumstance, or habit relevant to the research issue(s) at hand are led in a discussion by a modulator. The focus group discussions often include between two to ten respondents, and are often held face to face. They can also be conducted remotely through videoconferencing, teleconferencing, or
Ground Rules: Participation in the focus group is voluntary, that it is all right to abstain from discussing specific topics if you are not comfortable, that all responses are valid-there are no right or wrong answers, to please respect the opinions of others even if you do not agree, to speak as openly as you feel comfortable, and avoid revealing very detailed information about your personal health. (University of Massachuetts, nd)
The researcher felt that was the nature of focus group but to a larger degree a behavior of human nature, especially in groups where the participants know each other and work together. Therefore to head off a loss of control of the groups the participants were asked to rate topics that were popular in similar focus groups (Levy, Mandell and Schultz 2009; Pellicano et al. 2014). The strategy was used to integrate the topics into the focus groups that participants
Facilitating focus groups, interviews, allowed us to strengthen our qualitative research skills. As an outsider, the qualitative process was the most enjoyable to me. I was able to learn their way of living, strengths and challenges of their community. The process of creating the pretest and posttest surveys collectively was a challenge, yet another beneficially learning experience. I realized effective surveys take time to develop and need to be reviewed by multiple people. Developing poorly constructed questionaries’ is highly possible if no one takes the time to actually
The video if part four of a six part series published by the University of Derby, known as, Advanced Qualitative Methods, created to inform students of the advantages and drawbacks of conducting a focus group. The video features, Fiona Holland, Senior Lecturer Psychology, and James Elander, Head of Center for Psychological Research, both from the University of Derby, representing both the benefits and limitations of focus groups. The main benefits of focus groups are the amount of data collected at one time compared to an individual interview, and the ability to compare results from different demographic groups. The limitations
Each interview and focus group audio was transcribed within 24 hours by a research assistant. Data analysis was conducted using the Statistical package for social science to analyze the data set collected from the
Thank you for your participation. Your participation is voluntary and the statements made in the focus group interview have no relationship to or influence on your current or future study or your work and responsibilities. Your participation in this study will be kept confidential by the researcher.
The use of focus groups as a qualitative and interpretive method of enquiry comprises of a number of strengths and weaknesses.
A Focus group is defined as a research technique that collects data through a group interaction, on a given topic from the researcher. Along with this definition are some essential components. Firstly, it states that, focus groups are research methods devoted to data collection. Secondly, it signifies the interaction of group discussion as a source of data. Lastly, it acknowledges the active role of researchers in establishing the group discussion in order to collect data (David, 1996.p.130).
First is focus group method, focus group is defined as a group of individuals providing information in a structured format. A moderator leads the group of about 8 to 14 participants through an open, in-depth discussion rather than simply asking questions to solicit participants’ responses. The group is stimulated by comments from other group members in creatively conceptualizing and developing a new
Jemma, the researcher and focus group moderator, has structured the discussion in the following way: to start with, Jemma provides a frame of reference for the focus group referring to the aim of her research, and summarizes the pre-formulated research questions that serve as openings to obtain such feedback (Nel, Romm, & Tlale, 2015). Focus groups are seen as providing a unique data source, and tend to emphasise their value in exploring participants’ knowledge and experiences and in helping to understand not only what people think, but also why they think the way they do (Greenwood, Ellmers, & Holley, 2014).