MASTER OF COMMERCE IN BUSINESS ADMINSTRATION

Name Registration Number

BUSINESS RESEARCH METHODS MBA 710
GROUP 6

TENDAI NJIRI R213856X

NYASHA CHIWESHE R162537G

TAWANDA SIMANGO R113696T
LAURA T MAMBONDIANI R2110565Q

PRIMEROSE R JAMBAYA
GROUP 6 R169583B
GILLIAN R MAZIKE R208488J
ZANDILE Y C GUMBO R2110570W
RUVIMBO PHINIAS R214608C
MOFFAT T MUZANENHAMO R218130V
KIMBERLY MUSARA R1917074Q
 QUESTION 6
EXPLAIN IN DETAIL THE CIRCUMSTANCES UNDER WHICH FOCUS GROUP
METHODOLOGY IS THE MOST APPROPRIATE METHOD OF COLLECTING
QUALITATIVE DATA

Focus group discussion is a technique where a researcher assembles a group of individuals to discuss a specific
topic, aiming to draw from the complex personal experiences, beliefs, perceptions and attitudes of the
participants through a moderated interaction (Cornwall & Jewkes, 1995).
This technique is broadly used in conversation research and it’s popularity is linked to the rise in participatory research,
especially the active experimentation. It is a qualitative data collection method and a bridging strategy for scientific
research and local knowledge. Focus group discussion is perceived to be a “cost-effective” and “promising alternative”
in participatory research(Morgan, 1996). Focus groups are comparable to semi-structured interviews particularly the
one-to-one and group interviews. The similarities emanate from their propensity to uncover people’s perceptions and
values.
  
A focus group is made up of participants who are guided via a facilitated discussion. Open-ended questions are
used get the discussion under way. Depending on the questions asked, the facilitator can guide the participants
back to the focus group questions or let the discussion flow in the direction the participants are taking it.
Focus groups discussions focus on a clearly defined topic, and endeavour to gather information and opinions
from group members. Participants are free to talk with other participants—the setting is intended to be
interactive.  Focus groups are also clearly defined in size; they are usually composed (depending on varying
definitions) of 7 to 10 people
 When is it Appropriate to Use Focus Groups

 Focus groups can be used when the researcher wants to delve deeper into issues identified through a larger, quantitative study.
In this instance, focus groups are most appropriate because the goal is to generate an explanation. If an issue or problem is
identified in a quantitative study and you want additional information on why it is an issue or problem, a focus group provides
an avenue to gather this information. Generating a discussion with the right audience surrounding an issue can be a very
powerful method to gain a deeper understanding of that issue.
 They can also be used for the purpose of collecting additional information to prepare a survey for a larger quantitative study.
There may be times when one is are unsure about what questions to ask or what language to use. Focus groups allow you to
uncover hidden information that can be used to inform your survey design.
 Focus groups can be used to test marketing materials with a target audience, for example, undecided voters or consumers. In
this situation, focus groups are appropriate because when it comes to marketing, what you actually say is not as important as
what people think you are saying and how they receive that communication. It can be difficult to put yourself into the mindset
of your target audience but understanding that mindset and the information they need and how they need to receive it is vital to
a successful marketing campaign whether for a new product or service offering or to achieve a desirable election outcome.
 Table 1
Key characteristics of focus groups

Fundamental Elements of Focus Groups

CHARACTERISTIC CRITERIA
Size •Usually 7–10 persons per group
•Each group is a single unit
•2–4 units are often needed

Participants •Need not be randomized

•Can be homogenous, heterogeneous, or both, depending on
the study topic

Group moderator •Trained facilitator

•Impartial to the study

Setting •Interactive

Data collection •Audiotape and videotape

•Field notes

Data entry •All communications transcribed verbatim

Data analysis •Should involve a collaborator with qualitative research

background
 Types of Focus Groups

1. Single focus group

The key feature of a single focus group is the interactive discussion of a topic by a collection of all participants and a team
of facilitators as one group in one place. This is the most common and classical type of focus group discussion (Morgan, 
1996).
2. Two-way focus group
This format involves using two groups where one group actively discusses a topic, whereas the other observes the first
group (Morgan, 1996; Morgan et al., 1998). Usually, this type of focus group is conducted behind a one-way glass. The
observing group and the moderator can observe and note the interactions and discussion of the first group without being
seen. Hearing what the other group thinks (or by observing their interactions) often leads the second group to different
conclusions than those it may have reached otherwise (Morgan, 1988).
3. Dual moderator focus group
Involves two moderators working together, each performing a different role within the same focus group (Krueger &
Casey, 2000). The division of roles ensures a smooth progression of the session and ensures that all topics are covered.
 Types of Focus Groups

4. Duelling moderator focus group

This involves two moderators who purposefully take opposing sides on an issue or topic under investigation
(Krueger & Casey, 2000). Proponents believe that the introduction of contrary views to the discussion by the
moderators is critical to achieving more in-depth disclosure of data and information (Kamberelis &
Dimitriadis, 2005).
5. Respondent moderator focus group
In this type of focus group discussion, researchers recruit some of the participants to take up a temporary role
of moderators (Kamberelis & Dimitriadis, 2005). Having one of the participants lead the discussion is thought
to impact on the dynamics of the group by influencing participants’ answers, thereby increasing the chances of
varied and more honest responses.
6. Mini focus group
Researchers are usually faced with a situation where there is a small potential pool of participants and are
difficult to reach, yet the research design requires that the topic must be discussed in a group. Under these
circumstances, researchers can only convene a small group of between two and five participants (Kamberelis &
Dimitriadis, 2005). Such groups are usually made up of individuals with high level of expertise (Hague, 2002).
7.
 Types of Focus Groups

7. Online focus groups

Online focus groups are not a different type of focus group discussion per se but one borne out of the introduction of the
Internet as an adaptation of traditional methods. It is applied within the online environment, using conference calling, chat
rooms or other online means (Kamberelis & Dimitriadis, 2005). Online focus groups boast an aura of dynamism,
modernity and competitiveness that transcends classic problems with face-to-face focus group discussion (Edmunds, 1999).
However, these discussion platforms are only accessible to participants with access to the Internet and are prone to
technical problems such as poor or loss of connectivity and failure to capture non-verbal data (Dubrovsky, Kiesler, &
Sethna, 1991).
 Advantages of Focus Groups

They are moderately inexpensive

Participants are more likely to provide candid responses
Through facilitated discussion, participants build on each other’s ideas through
“piggybacking”; in this way, the focus group is very useful for needs assessment and project
evaluation purposes
Given their qualitative nature, focus groups allow researchers to look beyond the facts and
numbers that might be obtained via survey methodology—researchers can learn or confirm the
meaning behind the facts
They are relatively easier to conduct since all the target participants and the researcher are readily
available in one location at the same time. 
They travelling between locations and avails a large amount of data within a limited time frame compared
to an equivalent number of interviews. 
 Disadvantages of Focus Groups

 The discussion is not conducted in a natural atmosphere or where the researcher is not located close to the study site
 Participants are collected in one location and prepared in advance for the discussion around a topic rather than meeting
them in their usual places of work or residence. This arrangement may have the effect of introducing participant
expectations and biases, including strategic group biases 
 The quality of the discussion depends on the skill of the moderator, who should be well trained and preferably from the
target population, yet not affiliated with the researchers (to ensure impartiality)
 In addition to the writing of field notes, focus group discussions should be audiotaped or videotaped. All data should
be transcribed verbatim. However, these large volumes of qualitative data might be difficult to analyze.
 A further weakness inherent to the focus group format is its participant selection system—participants are self-selected
and study results are therefore harder to generalize to the larger population
 Outspoken individuals can “hijack” and dominate a discussion.
 QUESTION 16
USING EXAMPLES DESCRIBE IN DETAIL THE CROSS-SECTIONAL
RESEARCH METHOD IN BUSINESS RESEARCH

Definition:
1. A cross-sectional study is defined as a type of observational research that analyzes data of variables
collected at one given point in time across a sample population or a pre-defined subset. In cross sectional research
the researcher observes variables without influencing them.
2. Can also be defined as a type of observational study, or descriptive research, that involves analysing information
about a population at a specific point in time.
This study type is also known as cross-sectional analysis, transverse study, or prevalence study. Although cross-sectional
research does not involve conducting experiments, researchers often use it to understand outcomes in the physical and social
sciences and many business industries.
When the researcher wants to examine the prevalence of some outcome at a certain moment in time, a cross-sectional study
is the best choice. Example You want to know how many families with children in Harare are currently low-income so you
can estimate how much money is required to fund a free lunch program in public schools. Because what is required is the
current number of low-income families, a cross-sectional study should provide you with all the data you require.
In some instances a cross-sectional study is the best choice for practical reasons – for example, if the researcher only has the time or
money to collect cross-sectional data, or if the data found to answer research questions was gathered at a single point in time.
As cross-sectional studies are cheaper and less time-consuming than many other types of study, they allow researchers to easily collect
data that can be used as a basis for further research.
Cross-sectional studies can be used for both analytical and descriptive purposes, an analytical study tries to answer how or why a
certain outcome might occur whereas  descriptive study only summarizes said outcome using descriptive statistics. To implement a
cross-sectional study, the researcher can rely on data assembled by another source or collect own data . Governments often make cross-
sectional datasets freely available online. International organisations like the World Health Organization or the World Bank also provide
access to cross-sectional datasets on their websites.
However, these datasets are often aggregated to a regional level, which may prevent the investigation of certain research questions. The
researcher will also be restricted to whichever variables the original researchers decided to study.
If there is need to choose the variables in the study and analyze data on an individual level, researcher can collect own data using 
research methods such as surveys. It’s important to carefully design questions and choose the apropriate sample.
 Characteristics of Cross-sectional Studies

 Researchers can conduct a cross-sectional study with the same set of variables over a set period.
Similar research may look at the same variable of interest, but each study observes a new set of subjects.
The cross-sectional analysis assesses topics during a single instance with a defined start and stopping point, unlike longitudinal
studies, where variables can change during extensive research.
Cross-sectional studies allow the researcher to look at one independent variable as the focus of the cross-sectional study and one or
more dependent variables.
You can use this type of research to map prevailing variables that exist at a particular point—for example, cross-sectional data on
past drinking habits and a current diagnosis of liver failure.
Cross -sectional studies aim to describe a variable not to measure it
Researcher can conduct the study with the same set of variables over a set period of time.
Cross- sectional analysis assesses topics during a single instance with a defined start and stopping unit, unlike longitudinal
studies, where variables can change during extensive research.
The study allow the researcher to look at one independent variable as the focus of the cross-sectional study and one or more
dependent variables.
Cross-sectional studies can be used for both analytical and descriptive purposes, an analytical study tries to answer how or why a
certain outcome might occur whereas  descriptive study only summarizes said outcome using descriptive statistics.
 Cross-sectional Study Examples

The data collected in a cross-sectional study involves subjects or participants who are similar in all variables – except the one which is under
review. This variable remains constant throughout the cross-sectional study. This is unlike a longitudinal study, where variables can change
throughout the research. Consider these examples for more clarity:
 Retail: In retail, cross-sectional research can be conducted on men and women in a specific age range to reveal
similarities and differences in spending trends related to gender.
 Business: In business, researchers can conduct a cross-sectional study to understand how people of different socio-
economic status from one geographic segment respond to one change in an offering.
 Healthcare: Scientists in healthcare may use cross-sectional research to understand how children ages 2-12 across the
United States are prone to calcium deficiency.
 In epidemiology and public health research, cross sectional studies are used to assess exposure( cause) and disease
(effect) and compare rates of disease and symptoms of an exposed group with an unexposed group.
 Education: A cross-sectional study in school is particularly helpful in understanding how students who scored within a
particular grade range in the same preliminary courses perform with a new curriculum.
 Cross-sectional Study Examples

 Psychology: The cross-sectional study definition in psychology is research that involves different groups of people who do
not share the same variable of interest (like the variable you’re focusing on), but who do share other relevant variables.
These could include age range, gender identity, socio-economic status, and so on.
 A cross- sectional study can be used to investigate whether exposure to certain factor, such as overeating, might correlate
to particular outcomes, such as obesity.
 Though the study can not prove that overeating caused obesity, it can draw attention to a relationship that might be worth
investigating.
 When the researcher wants to examine the prevalence of some outcome at a certain moment in time, a cross-sectional
study is the best choice. Example You want to know how many families with children in Harare are currently low-income
so you can estimate how much money is required to fund a free lunch program in public schools. Because what is required
is the current number of low-income families, a cross-sectional study should provide you with all the data you require.
 Types of Cross-sectional Studies

When you conduct a cross-sectional research study, you will engage in one or both types of research: descriptive or analytical. Read their
descriptions to see how they might apply to your work.
 Descriptive research: A cross-sectional study may be entirely descriptive. A cross-sectional descriptive survey assesses how frequently, widely,
or severely the variable of interest occurs throughout a specific demographic. Please think of the retail example we mentioned above. In that
cross-sectional study example, researchers make focused observations to identify spending trends. They might use those findings for developing
products and services and marketing existing offerings. They aren’t necessarily looking at why these gendered trends occur in the first place.  
 Analytical research: Analytical cross-sectional research investigates the association between two related or unrelated parameters. This
methodology isn’t entirely foolproof, though, because outside variables and outcomes are simultaneous, and their studies are, too. For example,
to validate whether coal miners could develop bronchitis looks only at the variables in a mine. What it doesn’t account for is that a predisposition
to bronchitis could be hereditary, or this health condition could be present in the coal workers before their employment in the mine.Other
medical research has shown that coal mining is detrimental to lungs, but you don’t want those assumptions to bias your current study.
 Benefits of Cross-sectional Studies


 Relatively quick to conduct.
 Researchers can collect all variables at one time.
 Multiple outcomes can be researched at once.
 Prevalence for all factors can be measured.
 Suitable for descriptive analysis.
 Researchers can use it as a springboard for further research.
 Advantages of Cross-sectional Studies

 Because data is collected at a single point in time, cross-sectional studies are relatively cheap and less time-consuming than other
types of research.
 As cross-sectional studies are cheaper and less time-consuming than many other types of study, they allow researchers to easily
collect data that can be used as a basis for further research.
 Cross-sectional studies allow researchers to collect data from a large pool of subjects and compare differences between groups.
 Cross-sectional studies capture a specific moment in time. National censuses, for instance, provide a snapshot of conditions in that
country at that time.
 Simple and in- expensive, because data is collected at a single point in time, cross-sectional studies are relatively cheap and less
time-consuming than other types of research. They
 multiple variables and outcomes can be researched and compared at once.
 Minimal room for error because all of the variables are analysed at once and data does not need to be collected multiple times
hence there will likely be fewer mistakes as a higher level of control is obtained.
 Disadvantages of cross-sectional studies

 However, it is difficult to establish cause-and-effect relationships using cross-sectional studies, since they
only represent a one-time measurement of both the alleged cause and effect.
 Since cross-sectional studies only study a single moment in time, they cannot be used to analyze behavior
over a period or establish long-term trends.
 The timing of the cross-sectional snapshot may be unrepresentative of behavior of the group. For instance,
imagine you are looking at the impact of psychotherapy on an illness like depression. If the depressed
individuals in your sample began therapy shortly before the data collection, then it might appear that
therapy causes depression even if it is effective in the long term.