Chapter 10 online focus groups university of alaska system. The disadvantages of focus groups whilst focus groups have a number of benefits for market research, they arent always the most suitable answer for everyone. We take a look at the advantages and disadvantages of focus groups below. Beside that primary data can be obtained through focus groups, panels and unobtrusive measures. Simply fill out the form above and expert market uk will match you with suitable agencies based on your requirements. Focus group methodology and its usefulness in early childhood research claire mclachlan auckland university of technology abstract focus groups are increasingly being used by researchers as a method of qualitative data gathering in educational contexts. The goal of this working paper is to describe potential uses of the focus group, its advantages and disadvantages as a qualitative research method section 2. Focus group fg is a type of indepth interview, during the data collection stage of a research project.
Benefits of focus group research essay 4046 words bartleby. The amount of data collected would be overwhelming and complex to be analyzed. When used as a survey method, the focus group approach presents various pros, strengths and. Focus group interviews are more interesting than standard interviews, what cause longer and more revealing answers. Advantages and disadvantages the research in management, especially in marketing, frequently considers focus group and other qualitative methods as exploratory tools, its results needing to be verified by a quantitative study, in a representative sample. Multiple uses are described for the focus group approach, it may, for example, as a method in its own right and as a precursor to other methodological approaches. Advantages and disadvantages of focus groups in research.
Focus groups are most productive when used to determine information on new proposals. Advantages and disadvantages of focus groups latest mata. The biggest disadvantages of focus groups are that they generally. On the downside, focus groups can be very expensive and customers who participate may or may not represent the broader market but the bigge. Jul 27, 2015 the pro is that you spend a long time with customers in your target market and get to ask many questions. Why the focus group is used in the health and social sciences some criticisms about the focus group method history and development of focus group methodology focus groups employed in market research and social research virtual focus groups the advantages and limitations of focus groups introducing the focus group methodology. We have already briefly mentioned this format in this article image file formats jpeg, png, svg, pdf. Focus groups concentrate on a clearly defined topic, and efforts are made to gather information and opinions from group members. 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. Disadvantages of focus groups the quality of information gathered during focus groups depends heavily on the group moderators skill, and focus groups can only complement other research because they provide qualitative, not quantitative data. Download scientific diagram advantages and disadvantages of the focus group.
First, it attempts to define focus group research in the field of education. Focus group methodology and its usefulness in early childhood. Mar 26, 2017 advantages and disadvantages of focus groups sarah daly. Apr 11, 2016 qualitative research, like most things in modern life, has adapted to the times.
What are some of the disadvantages of using focus groups. Inperson focus groups allow an organization to gain valuable insight into how their customers think about various topics, products, services or the brand in general. Online focus group advantages and disadvantages mrqual. Focus groups group of people with a moderator to discuss a particular topic, concept or product is called focus group. In this quiz, youll be tested on how focus groups work and their pros and cons. The disadvantages of focus groups include that responses are unstructured, so their coding and analysis is more difficult. Focus groups are most productive when used to determine information on new proposals or programs, determine the strengths and weaknesses of a program, assessing whether a program is working and in the evaluation or success of a program greenbaum, 1993. The term focus group was created by ernest dichter, a famous market expert and psychologist. In the past 5 years advances in bandwidth and videostreaming have made one of marketings most reliable and heavily used research tools, the focus group, even more attractive and userfriendly for conducting on and through the internet nucifora, 2000. The researcher invites informants whose characteristics represent those of the target research population, and collect data by engaging the participants in conversations. Focus groups continue to grow in popularity as a method of applied social research.
This is a widely used marketing tool which helps organizations develop products and services that are. In this paper, ian mansell, glynis bennett, ruth northway, donna mead and laurie moseley explore the complexities and practicalities of using focus groups in research, with reference to a study of palliative care services. The first is synchronous, which means realtime or live groups, conducted via video or chat. Focus groups generally utilize convenience sampling. In the marketing, focus groups are seen as an important tool for acquiring feedback. Focus groups are forums used to gather qualitative data on the customer experience. In focus group discussion investigators interview people with common qualities or experience for eliciting ideas, thoughts and perceptions about particular subject areas or certain issues associated with an area of interest. 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. This paper introduces focus group methodology, gives advice on group composition, running the groups, and analysing the results. Can be used as a first step to identify potential problem areas allowing a more indepth analysis to be planned. Like any tool though, there are advantages and disadvantages, and the focus group is no different. In short, focus groups focus on attitude and affect.
Students should learn to understand their own conditions to choose the best research method for their study. In this article, we look at online focus group advantages and disadvantages compared with facetoface focus groups. The second is asynchronous, which means not in realtime. For example, those looking to gain the widest range of views possible may not be able to do so with a small sample which may not be representative. Advantages and limitations of focus groups howstuffworks. Disadvantages of focus groups marketing research assignment.
Advantages and disadvantages of focus groups a focus group discussion is an interaction among one or more experts and more than one individual with the intention of gathering data. Focus group research offers the unique opportunity for researchers to perceive an individual, and their opinions, not only in an exclusive situation, but also as. Focus groups are not simply a discussion between people, but are focused interviews exploring interactions between participants. Ask them questions, dive deeper into their answers, discover their.
More accurate information opinions or ideas can be refined by the group. Second, it presents the disadvantages and advantages of focus group research, and finally, it provides methodological guidance to administrators who are interested in using focus group research as a way to gather information about the performance of a school system. In fact, the results may appear so believable that the researchers tendency is to rush out and put the focus group s recommendations into action without further. Advantage focus groups is a business designed to assist companies, groups and businesses in getting feedback and answers from consumers people in the real world.
Online versus inperson focus groups interq research. Focus groups can be misused and abused by considering the results as conclu. Focus groups provide rich and detailed information about feelings, thoughts and underlying emotional motivation from people in their own words. Members of the focus groups are chosen on the basis of their expertise on the topicconceptproduct. As said the discussions are controlled by the moderator. What is the summary of the poem kitchen by taufiq rafat. Dec 11, 2012 in the marketing, focus groups are seen as an important tool for acquiring feedback. Why the focus group is used in the health and social sciences some criticisms about the focus group method history and development of focus group methodology focus groups employed in market.
Advantages, disadvantages, and lessons learned in conducting telephone focus groups to discuss biospecimen research concerns of individuals genetically at risk for cancer abstract advances in telecommunication technology allow biomedical researchers to explore new, inexpensive opportunities for conducting focus group research. Used with all of the above, a focus group is an integral part of gauging public perceptions. Advantages focus group brings interaction between participants highlights their view of the world. Merton, a sociologist and the associate director of the bureau of applied social research headed the first focus groups in the united states. Main advantages for zazen by choosing this tool are. The concluding chapter returns to the theme of focus groups as a qualitative method to look at the. Advantages of conducting a focus group interview are the flexibility in questioning, the. Students should learn to understand their own conditions to choose the best. What are the advantages and disadvantages of focus groups. The goal of this paper is to evaluate the nature of the fg, analyse its advantages and disadvantages and identify the cognitive problems that it helps to face. Todays market researcher has an embarrassment of tools available to them, yet one research. A focus group is most effective with 712 participants. There are however issues with focus groups that people should be aware of. There are several advantages in using focus group interview.
So, the focus groups are a form of qualitative research. Focus groups have advantages for researchers in the field of health and medicine. The hidden advantages of focus group interviews in. The history of the focus group started with the focussed interview, for identifying a. It requires a lot of planning and training to encourage participation and focus the discussion. The moderators control the discussion as per his or her experience. A proposal for the analysis of the relational dimension in the interview techniques. Focus groups are primarily used to gather qualitative data, such as asking openended questions to a small group of people and being able to probe more with followup questions. What are the advantages and disadvantages of a focus group. However, each of these methods presents different advantages and disadvantages and researchers should consider context. Disadvantages of focus groups marketing research assignment and online homework help the disadvantages of focus groups may be summarized by the five ms. The pros and cons of focus groups show that there can be a lot of valuable information gathered from this type of survey method.
We now frequently employ digital methods to conduct research, but we still also use traditional methods, such as inperson focus groups, inperson oneonone interviews indepth interviews, and phone interviews. Breen faculty of education, university of technology, sydney, australia abstract this article guides readers through the decisions and. Merton, a sociologist and the associate director of the bureau of applied social research headed. Today wed like to compare both methodologies and discuss the pros and cons of focus groups vs. Following are the main advantages of focus group discussion in research.
Advantages and disadvantages of focus groups collabito. The biggest disadvantages of focus groups are that they generally reach fewer. Interaction is easier in a small group between participants. Successful marketing focus groups need highly skilled moderators who know how to pose questions and facilitate discussions in an unbiased way to garner. When planning a new focus group, it is always worthwhile to sit down for a minute and consider the pros and cons of an online focus group vs. Focus groups are used frequently when testing how to market something. Advantages and limitations of focus groups focus groups allow researchers to interact with participants, gaining valuable input. Learn vocabulary, terms, and more with flashcards, games, and other study tools. As long as the disadvantages are equally weighed with the advantages that focus groups provide, the. In an earlier article we discussed the major differences between focus groups and facetoface interviews. The difference between quality data and data with bias depends on how people are screened and the data is treated. Todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the focus group. Advantages and disadvantages the research in management, especially in marketing, frequently considers focus group and other. If the focus groups provide advantages, it also provides some of the disadvantages.
In order to discuss these two points, i will focus on the two main characteristics that differentiate the fg from other techniques of information gathering in social research. What are the pros and cons of using focus groups to get an. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track consumer opinion. Nov 14, 2018 i was recently asked to provide the definition of a focus group, how to conduct a focus group interview and what is the purpose of focus group interviews. As can be inferred from the above description, the focus group format has several advantages. A focus group is a research technique done in a qualitative manner by industries for marketing purposes. A particular disadvantage of a focus group is the possibility that the members may not express their honest and personal opinions about the topic at hand. 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. Apr 06, 2006 in my opinion, th emajor drawbacks of focus groups are that their results have what is known as high facevalue validity because participants comments sound so believable. The selfselecting process and voluntary participation may not be representative. Focus group is an important research method, here we list the advantages and disadvantages of such research method. What questions and decisions can focus groups address. Focus groups typically involve a moderatorled group discussion with between eight and 10 people.
Figure 1 presents the advantages and disadvantages of the focus group in relation to other research methods. Advantages and disadvantages of pdf format logaster. Focus groups are usually carried out by specialist market research agencies which can be found using expert market. Using focus groups in schools what is a focus group. A great moderator of focus groups can understand people and their nonconscious body cues. Nov 30, 2015 disadvantages of focus groups marketing research assignment and online homework help the disadvantages of focus groups may be summarized by the five ms. The advantages of focus groups according to alhajji issa of. Advantages and disadvantages of focus groups as a research method are frequently considered. A practical guide to focusgroup research rosanna l. I argue that the most important issue for the researcher is how to analyse focus group data in a way which takes account of these issues, and moreover, that the. Online focus groups and qualitative research in the social sciences. Oct 05, 2017 advantages and disadvantages of focus groups.
Chapter 6 examines a variety of additional possibilities that go beyond the basic format. The difference between quality data and data with bias depends on how. Focus group advantages a window into customers heads. What are the advantages and disadvantages of focus group. The technique emerged as a qualitative data collection approach and a bridging strategy for. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track. Todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the. Online focus groups and qualitative research in the social.
748 219 837 1090 874 305 977 1353 902 712 1620 1292 610 727 630 1619 985 1580 930 878 1178 1496 26 1583 473 120 545 462 821 1169 538 1048 1228 663 422 368 218 1463 888