2 - FOCUS GROUP DISCUSSION

How to conduct focus group discussions?

Focus Group Discussion
• Focus group discussion (FGD) is a sort of collective
interview, directed by the researcher (moderator),
which exploits the interactive potential of the situation
in order to generate rich data
• A semi structured group discussion, which yield
qualitative data on the community level by facilitating
interaction between participants
• involves gathering people from similar backgrounds
or experiences together to discuss a specific topic of
How to conduct focus group discussions?
interest
✓ FGD provides an opportunity for researchers to STEP 1 – PLANNING THE STUDY
• It is a form of qualitative research where questions
listen to local voices emphasizing on paying attention • The origins of a study may be at the initiative of the
are asked about their perceptions attitudes, beliefs,
to the needs of those who have little or no societal researcher or may be instigated by other people such
opinion or ideas
voice. as organizations commissioning research
✓ A FGD should be between 60 and 90 minutes. • In either case, it is important to develop a (shared)
Focus Group
Question: What could happen if the FGD is shorter understanding of what the study is about.
• A focus group basically consists of a moderator plus
than 60 minutes?
six to ten group members. It is usual to have about
✓ If the FGD is shorter than 60 minutes, it is often STEP 2 – OPTIMISING THE CHOICE OF GROUP
four separate focus groups for every category of group
difficult to fully explore the discussion topic and if it is PARTICIPANTS
being studied.
longer than 90 minutes, the discussion can become • what are the important characteristics of the
• It is led by a moderator (interviewer) in a loosely
unproductive. participants in your focus groups?
structured discussion of various topics of interest and
• What sorts of participants will yield the most
includes a note taker.
Why use focus groups? satisfactory information relevant to your research
 To find solutions to problems question?
 To deepen understanding of quantitative data
 To investigate group attitudes and beliefs STEP 3 – OPTIMISING THE GROUP STRUCTURE
 When there is believed to be a difference in power • a focus group should involve all of the group
between the researcher and participants members reasonably equally. If one or two members
dominate the focus group then this defeats the
 To generate ideas at the exploratory stage
purpose
 To explore differences and commonalities
 To investigate complex ideas and behaviors
What do you think are reasons why some members
inhibit from fully participating in group discussions?
two obvious factors that inhibit some members from
full participation:
✓If the group is too homogeneous so that everyone According to Krueger and Casey, the sequence consists  These lead from the introductory questions into
shares much the same perspective on the subject of: the key question stage. They, for example, may ask
matter then discussion is likely to be curtailed. 1. opening questions participants to go into greater depth about the
✓If the group contains people of an apparently 2. introductory questions introductory questions, e.g., “why do you think it is
superior status then the group may defer to them. This 3. transition questions that attendance at church services is generally
may simply be that certain group members appear to 4. key questions and declining?”
be more knowledgeable than the others who accept 5. ending questions.
what they say unquestioningly.
The welcome Key questions
STEP 4 – PLANNING HOW MANY FOCUS GROUPS  Thank everyone for coming, say who you are,  These are the crucial questions for the research
• rule of thumb: three or four groups for every explain the context of the research (e.g., you are a and more time must be allowed for their
category of group studied, this is not a definitive postgraduate researcher) discussion, e.g., “what are the main factors which
statement of numbers of groups. discourage you attending church services on a
• The ‘saturation’ criterion might be appropriate. Overview of the topic weekly basis?”
- Saturation: researcher collects data until it  The broad context of the focus group – why it is
appears that no new things are emerging out important to find out more, etc. Ending questions
of the study  These are questions which call for the participants
- The ground rules to summarize their position in some way, e.g., “if
STEP 5 – PLANNING WHAT QUESTIONS TO ASK AND  Agree not to talk over one another, agree that no your local church leader was sitting here with us,
WHEN one can speak for more than two minutes at a what are the main things you would tell them to
‘What are the characteristics of a good question?’ time, the conversation is being recorded, there are do to improve church services?”
• good question is posed in a way which communicates no correct answers, etc.
well and avoids causing confusion – so the basic STEP 6 – THINGS THAT A MODERATOR DOES
question-framing skills that you may have from in- Opening questions The moderator’s tasks include the following:
depth interviewing would be appropriate here.  Easy, straightforward questions which everyone ✓At the start of the meeting, describing and
gives their answer to as a method of breaking the explaining the purpose and objectives of the session.
‘What are the characteristics of a good question?’ ice, e.g., “can you tell the group why you decide to ✓Ensuring that members of the focus group feel
• the questions should be phrased in a style suitable take part in this research?” relaxed and comfortable in the situation and feel,
for a conversation rather than writing-down. ultimately, that this was a positive experience.
• The questions should be pitched at a level Introductory questions ✓Posing clear questions for discussion.
appropriate for the sorts of people participating in your  These questions introduce the topic of the ✓Controlling the discussion by asking supplementary
focus group research in a way which encourages the questions designed to open up the discussion or to
• long questions are to be avoided as should complex participants to think about their connection to the encourage the participants to focus more precisely on
ones (i.e. compound questions). topic, e.g., “what comes to mind when you think the issues which are fundamental to the research.
about the church?” ✓Ensuring that all members of the group participate
‘ideally how should questions be organized or and preventing the dominance of a small number of
sequenced during the course of the focus group?’ Transition questions individuals.
✓Highlighting differences in perspectives which ✓Feel free to change the order of the questions if participants who tend not to be highly verbal are able
emerge in the focus group discussion in order that the someone brings up something that relates to a later to share their views.
group might engage with the nature of the differences. question. ✓Training or experience in conducting group discussion
✓Stopping conversational drifts which steer the is very important because an unskilled moderator can
conversation away from the topic of the focus group. Don’ts in Focus Group Discussion unknowingly inhibit the free flow of discussion and
✓Do not ask leading questions (ones that might draw unjustifiable conclusions and findings.
suggest you are looking for a particular answer).
✓Do not ask ‘yes or no’ questions, as this does not
open up discussion, though if you inadvertently do,
you can follow up with ‘why’?
Do’s in Focus Group Discussion ✓Do not ask double-barrelled questions. People
✓Start with open questions. cannot answer two questions at once.
✓The first question should be general to get people ✓Do not tell people they are wrong. Do not correct
warmed up, say about participants’ views about the them.
topic. ✓Do not express any point of view.
✓If you hear of something you haven’t heard of before, ✓Generally, try not to shut people down. Welcome
ask the person to tell you more about it. their contribution whatever it is.
✓If someone gives a general answer, ask them to ✓If someone seems really shy, do not pressurize them
specify (give an example). to speak.
✓If someone shares an opinion, check with others in ✓Do not be embarrassed if you don’t understand
the group whether they share the view something. Go ahead and ask for an explanation. Your
✓At the beginning, explain confidentiality of the mission is to explain the unknown, the unclear and the
participants’ identifying information and assure them ambiguous.
that the information they provide will not be misused. ✓Never gossip about the focus groups after the study.
✓If there will be a report, explain who it will go to and
how it will be used. Skills required to conduct FGD
✓Go around the room and get each person to answer ✓The researcher needs to be flexible and free of
your first question, to draw everyone in. biasness and prejudices.
✓Keep praising and thanking people for their ✓A good understanding of the subject, problem, or
contribution. Make them feel their contribution is topic to be investigated is required. This includes both
welcome and worthwhile. theoretical knowledge and practical experience.
✓Be sympathetic about the issues they raise, even if ✓Proficiency in the language in which discussions will
you think some are using the focus group as a bit of a be conducted is required. Focus group discussion
whinge session. cannot be conducted through an interpreter or by third
✓Regularly ask questions of specific people, to draw person, no matter what types of skills he/she has.
people in. ✓know how to manage the discussion so that one or
two people do not dominate it, and so that those