Qualitative + Mixed methods/ Data collection
Focus groups
Interaction is part of the evidence
Focus groups generate data through moderated discussion among participants selected for relevance to a topic. Agreement, disagreement, humour and negotiation can reveal social norms and the language people use collectively. The unit of analysis includes interaction, not just individual answers. Group composition and power differences strongly affect who speaks and which accounts become acceptable.
WHEN IT FITS
Use to explore shared meanings, reactions to services or contested norms when group discussion is appropriate. Consider whether sensitive topics or workplace hierarchies would suppress participation or compromise confidentiality.
Strengths
- Participants prompt and challenge one another
- Shows how viewpoints are negotiated socially
Limitations
- Dominant speakers can shape the discussion
- Researchers cannot guarantee confidentiality between participants
Know the boundary
Counting group mentions does not estimate population opinion.
USED ACROSS
Business & MBAPsychologyEducationComputer science