Focus Group as a Method of Data

Collection in Social Science

Research

B. Devi Prasad

The Context Increasing importance to facilitate dialogue between

and among stakeholders

To enhance the voice of the poor in policymaking at all levels

Widely used in the studies on Displacement and Rehabilitation, SHGs, Evaluation of development programmes etc.

In social research, to identify the insider’s perspective and to understand the meaning they give to their experiences.

Useful to explore sensitive research topics (ex. Domestic violence)

FGs provide a popular and flexible way of meeting these challenges to some extent.

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History & Spread of Focus Group (FG)

Method

Immensely popular with market researchers, use of FGs in social science research and development sector has increased during the last two decades.

Early 1920s, FGs were used in the development of survey instruments – to ascertain areas about which questions can be asked.

Lazarsfeld used this in Radio Audience Research (1940s) whereas Merton used the method to aid in developing training materials (1950s).

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History & Spread of Focus Group (FG)

Method… Epistemologically, it is a qualitative research method

and is useful in ascertaining the insider’s perspective.

FG presents a natural environment than that of individual interview in the sense that data are generated by interaction between participants –because participants are influencing and influenced by others – as they are in real life (Kreuger and Casey, 2000).

Thus, the group interaction is expected to produce insights that would be difficult to obtain through individual interviews (Morgan, 1996).

The method is shared here on the basis of what I have learnt using the method in social research and in development sector.

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Outline of the Presentation

Key features of Focus Groups

Stages of Focus Group

Discussion

Designing and Conducting FGDs

What FGDs can do and Can not

do

Reflections January 2015

Key features of Focus Groups

A typical FGD consists of 6 to 10 individuals engaged in an organized discussion on a specific topic for a limited amount of time resulting in insights about the question(s) addressed.

Interacting in a comfortable environment Moderated by a skillful facilitator/team With a systematic approach to recording

and analyzing data(Krueger&Casey, 2000)

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The Stages of a FG: Group

Process

Based on the examination of small

groups, Tuckman and Jenson (1977)

identified five stages in small group

process. They are:

• Forming

• Storming

• Norming

• Performing

• Adjourning

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Designing Focus Group

Discussion

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Designing FGD

1. Be clear about the purpose of the

study and decide whether FG

method is appropriate

2. Develop a set of questions

3. Carefully recruit participants

4. Put in place a moderator/team

5. Put in place methods of capturing

data

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1. Purpose of study - Whether FG is

appropriate or not?

FGDs are useful in: Understanding how people think or feel

about an issue, product or service Exploring the dimensions/boundaries of

a sensitive issue Pilot testing ideas or projects before

investing resources in their implementation

Evaluating the performance of programmes/services

Developing research instruments such as surveys.

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2. Develop a set of questions(Questioning route/Checklist)

In a one and half hour FG session, a researcher is

expected to ask about 6 - 9 questions – 3 main

issues with 2 sub issues under each main issue.

A good set of questions directly relates to the study

objectives

Sequence the questions in a logical flow from

general to specific

Use mostly open-ended questions

Avoid questions that can be answered with a ‘yes’ or

‘no’

See that approx. half of the focus group time is

spared for key questions of the study.January 2015

A study of the functioning of Gram Sabha under PESA(Checklist of Questions for GPRs)

1. What important concerns tribal people face in your area?

2. Where do the tribal community elders bring/discuss these issues?

Nature of spaces where issues discussed.

3. What issues have been brought up in the meetings of Gram Sabha? (During the last 3 years)

Functioning, participation, dynamics, issues of culture and customs.

4. What happened to these decisions afterwards? Give your experiences and examples.

5. Give some specific suggestions to make GS work better.

3. Carefully recruit participants

6 - 10 is the ideal group size Recruit individuals who have knowledge

and experience needed to provide rich information on the topic.

Maintain some diversity in the group composition to aid discussion

Some homogeneity in the socio-demographic makeup of the group can influence how frank and rich the discussion could be (age, gender, social class, education level, social group, problem faced etc).

Avoid power differentials among participants

Avoid token representation; ex. one from minority group. It will not work in FGs.

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4. Put in place a moderator/team

All focus groups are led by a moderator

– the researcher or a team of facilitators

Who can make people comfortable and

good at listening

There are different roles: moderator,

documenter/ observer

Though one person can fill all roles, a

team of 2-3 persons per group will be

useful.

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5. Methods of capturing data

a) Use a verifiable process

b) Memory based – prone to distortion

c) Field notes of the documenter – can capture

quotes + content of the discussion

d) Audio/video recording

e) Use of flipcharts for recording the findings

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Conducting a FGD

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Conducting FGD

Interaction Stages of a Focus Group

1. Setting the scene and ground rules

2. Individual introductions

3. Opening the topic for discussion

4. Conducting the discussion

5. Ending the discussion

(Ritchie&Lewis, 2003: pp.176-77)

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Setting the scene and ground

rules

Welcome the participants Individual introductions Set up a seating arrangement where

people can easily see one another; half circle is most useful

Collect demographic details at this point Ground rules include:◦ Explain the purpose

◦ Everybody’s ideas count

◦ Only one person to speak at a time

◦ Not to criticize others’ opinions

◦ Confidentiality

◦ Reporting grievance

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Conducting the discussion The researcher’s role is crucial to the

success of FGD Should have enough knowledge about the

topic Be familiar with the questioning route; be

alert; be a good listener; keep conversation on track.

Noting non-verbal language Create space for every one to contribute

and address dominant participants; encourage reluctant participants;

Never put down a participant Encourage in-depth exploration of

emergent issues Explore diversity of views Conclude with a summary and final

questionsJanuary 2015

Ending the discussion

Avoid too abrupt a finish Guide the group towards a proper ending

of the session End the discussion with a positive note,

stress how useful it has been, reaffirm confidentiality and thank the participants for the time they have given.

‘Reporting of grievance’ announcement can also be made here, if applicable.

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FGD in Progress…

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FGD in Progress…

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FGD in Progress…

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FGD in Progress…

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FGD in Progress…

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FGD in Progress…

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FGD in Progress…

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What FGDs can Do and Can not

Do?

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What FGDs Can Do

They are quick and economical. Presence of community involvement Useful for obtaining info from

illiterate communities. Useful in hypothesis generation. They can be an empowering

experience for many participants. Focus Groups are fun.

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What FGDs Cannot Do FGs can not provide statistical data to

project to a population There is the problem of generalizability Some times, however, approximate

generalizations are possible if participant groups are selected with an eye on representation and theoretical saturation. Links\FGD.Survey.comparison.ppt

Less control over information obtained during FGDs.

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Reflections

• Of late, FGDs have become popular among social science researchers as well as development practitioners

• They are increasingly used in evaluation and assessment exercises

• Carefully undertaken, they can give a quick and fairly approximate understanding of the broad issues and trends of the phenomena under study

• It is a participatory research method and has transformation potential

• FGDs can also be done online/telephone (Krueger&Casey, 2000)

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BibliographyCoghlan, D, and Brydon-Miller, M. (eds)(2014). The Sage

Encyclopedia of Action Research. Vol. I&II. New Delhi:Sage

Hoyle, R.H., Harris, M.J. and Judd, C.M (2002). Research methods in Social Relations, US: Wadsworth

Kreuger, R.A. (1988). Focus Groups: A practical guide for applied research, UK: Sage

Kreuger, R.A. (1998). Analyzing and reporting Focus Group Results, New Delhi: Sage

Kreuger, R.A and Casey, M.A.(2000).Focus Groups: A practical guide for Applied research, New Delhi: Sage

Morgan, D.L (1996). Focus Groups, Annual Review of Sociology, 22, 129-152

Ritchie, J and Lewis, J (ed.) (2003). Qualitative research practice: A guide for social science students and researchers, New Delhi: Sage

Tuckman, B.& Jenson, M.(1977). Stages of small group development revisited, Group Organisational Studies, 2(4):419-27

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Thank You

January 2015