Focus groups were originally called focused interviews or group depth interviews. Focus groups are a popular form of qualitative data collection, and may be defined as a particular form of group interview intended to exploit group dynamics. Qualitative research methods have recently started to gain popularity in social and health sciences for determining a more holistic view of peoples perceptions about health. The book examines every facet of focus group research, from selection. They are employed in different types of evaluations. This shopping feature will continue to load items when the enter key is pressed. In this chapter we discuss one of the methods frequently used in qualitative marketing research, that is, the focus group. A practical guide for applied research walks readers step by step through the howtos of conducting focus group research. First, they identify types of data that can be collected during focus groups. While qualitative research may be broadly characterized as concerned with exploring peoples lived experiences and perspectives in context, it is a heterogeneous field incorporating many. A growing literature on the setting up and running of focus groups for social.
Focus group discussions in medical research springerlink. However, in preparing an interview schedule for focus groups, stewart and shamdasani 14 suggest two general principles. There are several other reasons to conduct a focus group. American college health association annual meeting. This article summarises the practice of running focus groups, explores the nature of focus group data and provides an. The focus group fg is one of the qualitative research methods to be utilized in the search for answers to such questions. This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. Focus group resources websites american college health association health promotion section research committee.
Much of the work presented here is taken from two sources. The coding manual for qualitative researchers johnny saldana. Known for accessibility and stepbystep guidance, comprehensive. Stewarts research has examined a wide range of issues including marketing. How to conduct focus groups to enhance college health practice. These empirically based findings suggest focus group sample sizes that differ from many of the rule of thumb recommendations in the existing literature. Theory and practice applied social research methods book 20 david w. The who, what, when, where, why, and how many of focus. Stewart has authored or coauthored more than 250 publications and eight books. Liamputtong presents clear, practical advice in simple terms which will be appropriate for undergraduate.
Theory and practice, second edition provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and. Everyday low prices and free delivery on eligible orders. The sample for a focus group has individuals with characteristics of the overall population and can contribute to helping the research gain a greater understanding of the topic. It provides systematic treatment to the design, conduct, and interpretation of focus group data within the context of social science research and theory. Analysing group dynamics within the focus group john. Pdf over the past decade, focus groups and group interviews have reemerged as a. Aug 01, 1990 the fully updated third edition of focus groups. It is on this knowledge that the validity of the focus group interview as a scientific tool rests. Focus group research explicitly uses interaction as part of its methodology. View enhanced pdf access article on wiley online library html view download pdf for offline viewing. Much is known about the interaction of small groups and about the analysis of qualitative data.
This book critically examines the potential of, and suggests ways forward in, harnessing a versatile and powerful method of research focus groups. Though there are no firm guidelines regarding the number of focus groups, most studies use at least two groups and few studies use more than four groups stewart et al. Theory and practice applied social research methods david w. A test to verify the adequacy of focus groups consists of asking how active and easily the participants would discuss the topic of interest in the research morgan, 1988. The contributors, an impressive group of experienced. This publication, introduction to conducting focus groups, is the fifth in a series of guides developed to bring information to this audience about the use of social science tools in their field of work. Chapter 4 considers the literature on interviewer and moderator effects. Focus groups theory and practice 2nd edition get involved.
This technique allows you to take advantage of some of the benefits of focus groups under specialized conditions including. The number of focus groups depends on the amount of information needed. Focus groups theory and practice 2nd edition usability. Focus groups can be a useful tool for gathering information about the performance of a process. Despite the abundance of published material on conducting focus groups, scant specific information exists on how to analyze focus group data in social science research. Focus group discussion is perceived to be a costeffective and promising.
Focus group studies are increasingly published in health related journals, but we know little about how researchers use this method, particularly how they determine the number of focus groups to conduct. We explain what this method involves, in particular its qualitative attributes and the specific approach. The focus group technique is a type of qualitative research methodology. A qualitative framework for collecting and analyzing data. Krueger and mary anne casey draw on their many years of handson experience in the field to cut through theory and offer practical guidance on every facet of the. Some studies have used as little as one focus group. Using an engaging, straightforward writing style, authors richard a. Appraisal of schoolbased stressors by fourthgrade children.
More detailed information can be found in the reference section below. Theory and method abstract theoretical issues and practical considerations in the conduct and analysis of focus groups are presented and discussed. Focus group discussions are frequently used to obtain perspectives and attitudes of people about issues, seek explanations for behavior, triangulate data obtained through other qualitative. Focus groups theory and practice 2nd edition book july 6, 2006. Thus, the authors provide a new qualitative framework for collecting and analyzing focus group data. Group interviews are among the most common methods of research in the social sciences. The use of focus groups in social science research focus groups originated in sociology merton and kendall 1946 were primarily used by market researchers in recent years templeton 1987 and are increasingly being used as a research tool in the social sciences. Focus group methodology is an introductory text which leads readers through the entire process of designing a focus group study. Stewart and shamdasani give a generous overview of focus. Theory and practice, second edition provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory. Show full abstract the theory of focus group research. More focus groups are needed for more complex questions and fewer groups are needed when the population is homogenous or the question is simple.
This article summarises the practice of running focus groups, explores the nature of. Applied social research methods series, thousand oaks, ca. Explanatory qualitative analysis information requirements are derived from an expectancy value model of attitudes. The book challenges some of the emerging orthodoxies and presents accessible, insightful and reflective discussions about the issues around focus group work. Focus groups are, by definition, an exercise in group dynamics, and the conduct of a groupas well as the interpretation of results obtained from focus groupsmust be understood within the context of group interaction. Stewart dw, shamdasani pn thousand oaks, california, usa. Theory and practice offers a unique blend of focus group theory and practice in a single, easytoread source. Focus groups procedural guide this overview of procedures used in developing and implementing a focus group are just that an overview. Shamdasani, is a concise, useful and complete primer on the subject of focusgroup. Focus groups have advantages for researchers in the field of health and medicine. Focus group history, theory, and practice among the most widely used research tools in the social sciences are group depth interviews, or focus groups.
A focus group is most effective with 712 participants. This practice makes participants more comfortable and aids in the transcription of. In todaya s informationhungry research environment, where relatively small information gains may result in a competitive advantage, focusgroup research is widely practiced. The methodological literature commonly advises researchers to follow principles of data saturation, although practical advise on how to do this is lacking. We conducted a thematic analysis of 40 focus groups on healthseeking behaviors of african american men in durham, north carolina. Three focus groups were also enough to identify all of the most prevalent themes within the data set. Focus groups overview the focus group is an exploratory research method used to help researchers gather indepth, qualitative information of their participants attitudes and perceptions relating to concepts, products, services, or programs. The rutgers team hosted six focus groups in three very different communities. A qualitative framework for collecting and analyzing data in. Shamdasani, is a concise, useful and complete primer on the subject of focusgroup development. Focus groups generally utilize convenience sampling. Our analyses revealed that more than 80% of all themes were discoverable within two to three focus groups, and 90% were discoverable within three to six focus groups. Theory and practice applied social research methods 3 by shamdasani, dr.
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