Focus Groups: An Effective Qualitative Data Collection Method

A focus group refers to a group interview who shares similar profiles or common interests. The group is directed by a facilitator on the basis of predetermined set of topics. The facilitator or organizer persuades each person and creates an environment in such a way that the participants get motivated to speak their heart out and share their views and perceptions. Being a qualitative data collection method, the information collecting during the session cannot be measured by numbers.History of Focus GroupsRobert K. Merton, associate director sociologist created focus groups at the Bureau of Applied Social Research, USA in 1976, for the first time. The term was invented by Ernest Dichter who was psychologist and marketing expert. This form of qualitative research was also used during the Second World War for reviewing the efficiency of propaganda.When Should Focus Groups Be Used?•  Focus groups help to get detailed information about skills, attitudes, experiences or beliefs. It helps to gather subjective perspectives from key stakeholders. • Being a qualitative data collection method, it complements quantitative methods to get additional information and more data. • As focus groups are one of the few methods which collect data from a group, it could be used as part of a mixed method evaluation approach.

Components of Focus Groups•The focus group guide includes a series of questions which needs to be used by the facilitator. The questions are asked to the group so that the participants can respond to each other's comments.

• Once it is decided whom you want to get information from, you can choose the types of participants you need for each focus group. Features of Focus Groups•  Focus Groups mainly require a facilitator, note taker and technician. • They are conducted 'in person'. However, with the technological advancements sessions are also taken via teleconference. •  The focus groups usually last for about an hour.•  Focus groups can be homogeneous or heterogeneousAdvantages of focus groupsThe benefits of focus groups are:•  In-depth information about personal and group feelings, perceptions and opinions can be achieved•  More Affordable than individual interviews•  Less Time Consuming•  Wide range of information•  More opportunity to seek clarificationFinal WordsBeing a part of group interviewing, Focus groups are extensively used in the social sciences and urban planning. It helps interviewers to study people in a more natural conversation pattern than a one-to-one interview. It is a great idea which can produce a massive amount of data on a topic in a short time.

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