About Focus Groups
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. The first focus groups were created at the Bureau of Applied Social Research in the USA, by associate director, sociologist Robert K. Merton. The term itself was coined by psychologist and marketing expert Ernest Dichter.
At
http://en.wikipedia.org/wiki/Focus_group.
This article has outlined the main features of focus group research, paying particular attention to the benefits of interaction and group dynamics which only this method can offer. Practical considerations and the time it takes to conduct focus group research may discourage many from attempting to collect data using this method. Nevertheless those who participate in this kind of research often find the experience rewarding. The process of research can be more collaborative than other forms of study, and so focus group research can be an empowering process for participants, and an exciting challenge for social researchers wanting to gain a different perspective on their field of interest.
At
http://sru.soc.surrey.ac.uk/SRU19.html.
Basics of conducting Focus Groups
Focus groups are a powerful means to evaluate services or test new ideas. Basically, focus groups are interviews, but of 6-10 people at the same time in the same group. One can get a great deal of information during a focus group session.
- Preparing for Session
- Developing Questions
- Planning the Session
- Facilitating Session
- Immediately After Session
At
http://managementhelp.org/businessresearch/focus-groups.htm.
General Guidelines for Conducting Research Interviews
Interviews are particularly useful for getting the story behind a participant's experiences. The interviewer can pursue in-depth information around a topic. Interviews may be useful as follow-up to certain respondents to questionnaires, e.g., to further investigate their responses. Usually open-ended questions are asked during interviews.
Before you start to design your interview questions and process, clearly articulate to yourself what problem or need is to be addressed using the information to be gathered by the interviews. This helps you keep clear focus on the intent of each question.
At
http://managementhelp.org/businessresearch/interviews.htm.
Visual Research Methods
Visual data have been of concern to the social sciences in two ways: visual records produced by the investigator, and visual documents produced by those under study. In recent years, however, this dichotomy between the observer and the observed has begun to collapse (as it has across the qualitative social sciences more generally) and a third kind of visual record or "more accurately" representation has emerged: the collaborative representation.
Thus visual anthropology and visual sociology proceed methodologically by making visual representations (studying society by producing images), by examining pre-existing visual representations (studying images for information about society), and by collaborating with social actors in the production of visual representations.
At
http://sru.soc.surrey.ac.uk/SRU11/SRU11.html.
