FOCUS GROUP DISCUSSION GEOGRAPHY MEANING
Focus group discussion.
FOCUS GROUP DISCUSSION
This involves interviewing two or more people at the same time. The size of the focus group should be large enough to generate diverse viewpoints, but small enough to be manageable.
There is a moderator who looks into the discussion in a free and open manner. The moderator or facilitator must keep the discussion from straying. The focus group can be used as a means of developing questionnaires.
The focus group is very good at generating hypotheses for further research. The main disadvantage is that, if the focus group is very small, the focus group data suffers from transferability. As with any group dynamics, there will be a few individuals who will dominate the conversation. So the moderator needs to have experience to minimize this without shutting down the flow of information. Focus group may be used as an opportunity to vent their emotions; hence the sensitive topics should not be explored.
4.3.1 Planning Process for a Focus Group Discussion.
1. Define the purpose and outcomes of the group.
2. Identify the role of the sponsor in the project.
3. Identify personnel and staffing resources.
4. Develop the timeline for the project.
5. Determine who the participants will be.
6. Write the questions in the interview guide.
7. Develop a recruitment plan.
8. Set the locations, dates and time for the sessions. 9. Design the analysis plan.
10. Specify the elements of the final report.
4.3.2 Recruitment Phase Recruitment involves the following:-
1.Define the target population.
2.Define segments within the target population.
3.Identify the appropriate composition for each group. look
4.Develop eligibility and exclusion criteria for individual participants.
5.Develop recruitment screening and invitation scripts.
6.Make the initial recruitment contacts with potential participant.
7.Determine the following procedures that will ensure attendance.
4.3.3. Questioning Strategies -These two different questioning strategies that are currently in use and each approach has built in assumptions,
advantages and disadvantages. -Topic guide is a list of words or phrases that remind the moderator of the topic of interest. By contrast, the questioning route is a sequence of questions in complete conversational sentences. Topic guide is often used by professional moderators in marketing research studies whereas the questioning route is often preferred in public, non profit and academic environment.
4.3.4 Advantages of Topic Guide
1. They can be developed quickly.
2. They have a conversational tone because they are phrased in language comfortable and familiar to the moderator.
3. It may seem more spontaneous because it allows the moderator to reweave previous comments into future questions.
4.3.5 Disadvantages of Topic Guide
1. Sometimes slight changes in wording result in major changes in meaning.
2. This may also lead to difficulty when analyzing data collected.
3. There may be inconsistently between moderators.
4.3.6 Advantages of Questioning Route
1. It tends to enhance sponsor confidence because the questions address the topics precisely as intended.
2. Questioning route produces more efficient analysis because it minimizes differences in questions that could alter the intent.
3. It is the preferable method of approach when different moderators are working on the same sample.
Disadvantages
1. It is slower to develop.
2. Unless the moderator is comfortable with the questions, the questions can seem insincere and lack in spontaneity.
4.3.7 Recording Focus Group Discussion
1. Taking field notes.
2. Tape recorder Taking field notes is done by the assistant moderator. The moderator takes brief notes and statements of the participants that are quotable as the discussion is discussion is going on. The note taking should be done in such a manner that the notes are complete and usable if the tape recorder stops working.
4.3.8 Guide for interviewing focus group
1. List the topics you want to cover.
2. List some prompts that will stimulate the discussion.
3. During the actual event give a brief summary of the aims of the group how long it will take what will happen to the data and assurance of confidentiality.
4. Start with ice breaker exercises to ensure everyone speaks to know one another and identifying themselves with themes they like to use.
5. Do some focusing exercise designed to get participant think about the topic.
6. Start with the general questions but do not include more than five key questions. They might include:- Questions on experiences e.g. what happened? What did you do? Questions on attitude to experiences e.g. How did you feel about it? Questions on participants likes/dislikes about service Questions about what could be improved now in an ideal world.
7. Use open ended questions. This helps and allows respondents to determine the direction of the response.
8. Towards the end of the interview, it is productive to narrow the type of responses and bring greater focus to the answers by shifting to close ended questions.
9. Some questions are deceptive and appear to be open-ended but really one can ask close ended questions in disguise. Questions that include words like satisfied, to what extent or how much imply answers that fall within a specified range. These questions are usually used towards the end of the interview as the moderator narrows the range of inquiry.
10. Ask participants to think back. The Think back question asks participants to reflect on the personal experiences and then respond to specific questions. They also establish a context for the response. These words let participants know that you want them to be specific and grounded and their experiences as opposed to repeating Hearsay from others. There is also a tendency for participants to respond to the more immediate interviewing experience the here and now, unless you ask them to shift themselves to another place and time.
11. Avoid using why. The question why imply a rational answer, one developed by thought and reflection. Unfortunately the answers may not be reliable. The sharpness of the why question reminds people of interrogations and the respondent tends to take a position on the socially tends to take a position on the socially acceptable side of controversial issues.
12. Keep questions simple. Simple questions do not bring simple answers (pg.34). It is often the simple questions that get the participant to bring shape and form to the discussion. You can spot simple questions because they have few words and get to the care of the topic and are memorable. This means that even if someone gets off topic, another participant remembers the questions and brings the discussion back on track.
13. Be cautious about giving examples. Examples are like mental . (pg 33 k3). Although they provide ideas of the type of response, they also limit the thinking of the respondents. This is because they give clues to the type of response that might be offered. In a similar vein, comments or ideas of some participants. Vivid examples, compelling stories or emotional experiences can easily reduce the conversation and thinking of participants. If this begins to occur, the moderator should repeat the original question, thereby refocusing the discussion on the original intent.
14. Think of some prompts/ probes to get to expand and broaden discussion if one person is dominating e.g. how anyone else had the experienced what else do you like/dislike? Ok, Thank you for that contribution, do other people feel so strongly?
15. Summing up: Finishing by summarizing. Topic guide needs to be piloted to ensure that questions and instructions tasks are indeed reliable. Facilitation This is done by one person called moderator assisted by another to record the discussion. They need skills to make participants feel respected and listened to. They need some knowledge of the topic too and social attribute or experience to match those of participants.
4.3.9 Procedure for note taking on focus group -Strive for clarity and consistency. This is essential for identifying quotes, summary points and observations.
-Field notes contain different types of information. These different categories of information should be easily identified and organized. For example, your field notes will contain quotes, paraphrased quotes, summary points or themes questions that occur to recorder, big ideas that affect the study observations on body language or discussion climate etc
-Capture quotes; use ellipsis to indicate that part of the quote of missing.
-Highlight key points and themes of each question.
-Jot down follow up questions that could be asked.
-Write down your big ideas, lunches or thoughts. These highlights are helpful in later analysis.
-Note other factors that might aid analysis such as passionate comments, body language or nonverbal activity, watch for leadhods , physical excitement , eye contact between certain participants or other clues that would indicate the level of agreement , support or interest.
-Always remember the purpose of the focus group. It is easy to get sidetracked on interesting but irrelevant topics. Electronic Recording -Tape recorder is invaluable and is for focus group interviews. The tape recorder equipment and remote microphone are set up in place at the sight before the meeting begins. The recording equipment should be in full view of the participants. Participants are encouraged to speak one at a time to avoid garbling the tape.
