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The What, Why and How of Conducting Focus-Group Research

Received: 17 February 2019     Accepted: 6 September 2019     Published: 21 September 2019
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Abstract

Qualitative research methodology is considered to be appropriate if a researcher plans to scrutinise a new area of study or research a topic when it is not suitable to use observational techniques such as attitudes and decision-making. The choice of any research methodology depends on the purpose of the research. In social science research, the three most common qualitative methods are observation, interviews, and focus groups. Each method is particularly suitable for obtaining a specific type of data. For example, the use of observation is suitable for collecting data on naturally occurring behaviour found in their usual contexts. Interviews are most appropriate for collecting data on people’s personal histories, perspectives, and experiences, particularly when exploring sensitive topics. Focus groups are effective in obtaining information on how groups of individuals think or feel about a specific issue and they also give greater insight into why certain beliefs are held. This paper aims to highlight different issues with regard to using focus groups as a qualitative method in the field of social sciences that can be integrated into an overall study design or can occur independently when a specific issue is being investigated. It starts off with an overview of focus groups and presents the values and limitations of using focus groups followed by some principles for composing them. The paper also discusses the role of the moderator. It concludes with the ethical considerations that should be taken into account when planning to use the focus group methodology.

Published in International Journal of Language and Linguistics (Volume 7, Issue 5)
DOI 10.11648/j.ijll.20190705.18
Page(s) 235-239
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Focus Groups, Qualitative Methods, Research Design

References
[1] Nyumba, T. O., Wilson, K. A., Derrick, C., & Mukherjee, N. (2018). The use of focus group discussion methodology: Insights from two decades of application in conservation. Methods in Ecology and Evolution; 9, pp. 20–32.
[2] Krueger, R. A. and Casey, M. A. (2000) Focus Groups: A Practical Guide for Applied Research, 3rd edition. Thousand Oaks, CA: Sage.
[3] House, R. and Howe, K. (1999) Values in Evaluation and Social Research. Thousand Oaks, Calif: Sage.
[4] Kitzinger, J. (1995) 'Introducing focus groups', British Medical Journal, 311, pp. 299-302.
[5] Powell, R. A., Single, H. M. and Lloyd, K. R. (1996) 'Focus groups in mental health research: enhancing the validity of user and provider questionnaires', International Journal of Social Psychology, 42, (3), pp. 193-206.
[6] Morgan, D. L. (1997) Focus groups as qualitative research. London: Sage.
[7] Merton R. K. and Kendall, P. L. (1946) 'The Focused Interview', American Journal of Sociology 51, pp. 541-557.
[8] Nagle, B., & Williams, A. (2013). Methodology brief: Introduction to focus groups. Center for Assessment, Planning, and Accountability, 1-12.
[9] Morgan, D. L. and Kreuger, R. A. (1993) 'When to use focus groups and why', in Morgan, D. L. (ed), Successful Focus Groups. London: Sage.
[10] Larson, K., N., Grudens-Schuck and Allen, B. L. (2004) Can You Call It a Focus Group? Available at: http://www.extension.iastate.edu/publications/pm1969a.pdf
[11] Folch-Lyon, E. and Trost, J. F. (1981) 'Conducting focus group sessions', Studies in Family Planning, 12, (12), pp. 443-9.
[12] McDonald, W. J. and Topper, G. E. (1989) 'Focus-group research with children: A structural approach', Applied Marketing Research, 28, (2), pp. 3-11.
[13] Morgan, D. L. (1988) Focus groups as qualitative research. London: Sage.
[14] Kreuger, R. A. (1988) Focus groups: a practical guide for applied research. London: Sage.
[15] Race, K. E., Hotch, D. F. and Parker, T. (1994) 'Rehabilitation program evaluation: use of focus groups to empower clients', Evaluation Review, 18, (6), pp. 730-40.
[16] Parker, A. and Tritter, J. (2006) 'Focus group method and methodology: current practice and recent debate', International Journal of Research & Method in Education, 29, (1), pp. 23-37.
[17] Fern, E. F. (2001) Advanced Focus Group Research. Thousand Oaks, Calif: Sage.
[18] Basch, C. (1987) ‘Focus group interview: an underutilized research technique for improving theory and practice in health education’. Health Education Q. 14, 411-48.
[19] MacIntosh, J. (1981) 'Focus groups in distance nursing education', Journal of Advanced Nursing, 18, pp. 1981-85.
[20] Powell, R. A. and Single, H. M. (1996) ‘Focus groups’. International Journal of Quality in Health Care, 8, 5, 499–504.
[21] Tonkiss, F. (2004) 'Using focus groups', in Seale, C. (ed), Researching society and culture. London: Sage Publications, pp. 193-206.
[22] Thomas, L., MacMillan, J., McColl, E., Hale, C., & Bond, S. (1995). Comparison of focus group and individual interview methodology in examining patient satisfaction with nursing care. Social Sciences in Health, 1, 206–219.
[23] Hoppe, M. J., Wells, E. A., Morrison, D. M., Gilmore, M. R. and Wilsdon, A. (1995) 'Using focus groups to discuss sensitive topics with children', Evaluation Review, 19, (1), pp. 102-14.
[24] Stewart, D. W., & Shamdasani, P. N. (1990). Focus groups: Theory and practice. Applied social research methods series, Thousand Oaks, CA: Sage Publications, Inc.
[25] Homan, R. (1991) Ethics in Social Research. Harlow: Longman.
Cite This Article
  • APA Style

    Fatimah Almutrafi. (2019). The What, Why and How of Conducting Focus-Group Research. International Journal of Language and Linguistics, 7(5), 235-239. https://doi.org/10.11648/j.ijll.20190705.18

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    ACS Style

    Fatimah Almutrafi. The What, Why and How of Conducting Focus-Group Research. Int. J. Lang. Linguist. 2019, 7(5), 235-239. doi: 10.11648/j.ijll.20190705.18

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    AMA Style

    Fatimah Almutrafi. The What, Why and How of Conducting Focus-Group Research. Int J Lang Linguist. 2019;7(5):235-239. doi: 10.11648/j.ijll.20190705.18

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  • @article{10.11648/j.ijll.20190705.18,
      author = {Fatimah Almutrafi},
      title = {The What, Why and How of Conducting Focus-Group Research},
      journal = {International Journal of Language and Linguistics},
      volume = {7},
      number = {5},
      pages = {235-239},
      doi = {10.11648/j.ijll.20190705.18},
      url = {https://doi.org/10.11648/j.ijll.20190705.18},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijll.20190705.18},
      abstract = {Qualitative research methodology is considered to be appropriate if a researcher plans to scrutinise a new area of study or research a topic when it is not suitable to use observational techniques such as attitudes and decision-making. The choice of any research methodology depends on the purpose of the research. In social science research, the three most common qualitative methods are observation, interviews, and focus groups. Each method is particularly suitable for obtaining a specific type of data. For example, the use of observation is suitable for collecting data on naturally occurring behaviour found in their usual contexts. Interviews are most appropriate for collecting data on people’s personal histories, perspectives, and experiences, particularly when exploring sensitive topics. Focus groups are effective in obtaining information on how groups of individuals think or feel about a specific issue and they also give greater insight into why certain beliefs are held. This paper aims to highlight different issues with regard to using focus groups as a qualitative method in the field of social sciences that can be integrated into an overall study design or can occur independently when a specific issue is being investigated. It starts off with an overview of focus groups and presents the values and limitations of using focus groups followed by some principles for composing them. The paper also discusses the role of the moderator. It concludes with the ethical considerations that should be taken into account when planning to use the focus group methodology.},
     year = {2019}
    }
    

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Author Information
  • College of Languages and Translation, King Saud University, Riyadh, Saudi Arabia

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