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(http://web.stanford.edu/group/ncpi/unspecified/student_assess_toolkit/focusGroups.html)
working with two focus groups would clearly be more efficient. That
does not mean, however, that focus group projects are uniformly easier to
accomplish than gathering the equivalent amount of data with individual
interviews. Crabtree. Yanoshik. Miller. and O'Connor(l993) point out that
logistical factors are often the critical consideration. For example, it may
not be practical for some participants to travel to a focus group. or it may
be very difficult to assemble enough of the right people for a group.
Therefore. there are a number of circumstances in which the logistics
would make it more efficient to do individual rather than group interviews.
The fact that focus groups are driven by the researcher's interests can
also be a source of weakness. however. The fact that the researcher creates
and directs the groups makes them distinctly less naturalistic than participant
observation so there is always some residual uncertainty about the
accuracy of what the participants say. In particular, there is a very real
concern that the moderator, in the name of maintaining the interview's
focus, will influence the group's interactions. This problem is hardly
unique to focus groups because the researcher influences all but the most
unobtrusive social science methods. In reality, there is no hard evidence
that the focus group moderator's impact on the data is any greater than the
researcher's impact in participant observation or individual interviewing.
Indeed, the dyadic nature of individual interviewing would seem to create
at least as many opportunities for researcher influence. My own sense is
that what makes the issue of the researcher's influence on the data so
prominent in focus groups is the moderator's heightened visibility in
conducting the interview as opposed to the tendency to remove the interviewer
from many accounts of individual interviewing. The researcher's
influence on the data, however, is an issue in almost all qualitative research,
and those who rely on focus groups must attend to it because it does affect
the quality of the data. Even if the concern about the influence of focus
group moderators is unreasonably magnified, it is one of those perceptions
that can be "real in its consequences"; therefore, focus group researchers
must be prepared to respond to this potential criticism.
The second broad source of strength for focus groups is their reliance on
interaction in the group to produce the data. As Morgan and Krueger (1993)
note, the comparisons that participants make among each other's experiences
and opinions are a valuable source of insights into complex behaviors
and motivations. Furthermore, in an era when issues of consensus and
Focus Groups Tend To Become Influenced By One or Two Dominant People In The Session
Thus Making the Output Very Biased
The moderator plays an essential role in handling the situation, but if the moderator is not
experienced enough, it is very easy for the whole discussion to be dominated by a few people.
Focus Groups Are Not As Effective As IDIs In Dealing With Sensitive Topics
It is difficult to have the participants share their real feelings towards some sensitive topics publicly.
This can in turn influence the output data.
Focus Group Output Is Not Projectable
If a great deal of consistency in the results from a series of focus groups have been identified and it is
very likely that the results from these sessions probably can represent a larger number of people. We
cant expect focus groups to be projectable in the same way as quantitative study findings can be.
Furthermore, traditional focus groups can only be held in a few cities, unlike some internet and
telephone focus groups which could be organized in various situations without limitation of time and
location. This also makes data from focus groups less representative of the total universe.
Focus Groups Are A Very Artificial Environment Which Can Influence The Responses That Are
Generated
Focus Groups Are A Very Artificial Environment Which Can Influence The Responses That Are
Generated
This is frequently the argument that ethnographers will use when recommending their methodology
versus focus groups. Because researchers using the ethnographic technique will situate themselves in
the real environment, that is unreachable for focus groups. In focus groups people are collected in a
meeting room thus they might behave differently from how they behave when they are not watched
and it will effect the quality of research results. (n.d., Focus Groups: Issues Regarding Advantages and
Disadvantages)(http://focusgroups.pbworks.com/w/page/5677430/Issues%20including%20advantage
s%20and%20disadvantages)
In a face to face interview, moderator can keep the discussion under control and focus on the
areas of interest as described in the moderator discussion guide.
Free and open discussion among the respondents results in generation of new ideas which can
be very useful for business decision making.
A focus group is not static. The moderator can bring any changes in order to better facilitate
the discussion during the group discussion. This dynamism allows better results in terms of
information derived by a focus group.
Fully equipped modern focus group facilities enables clients personnel to observe the
discussion in order to better understand the research findings and also to quality control the
whole process.
Expressions other than those in verbal form such as gestures and stimulated activities can
provide researcher with useful insights.
(http://myics.org/marketing/focus-group-research-features-advantages-and-disadvantages/)
(FEBRUARY 10, 2012 BY INSTITUTE OF CONSUMER STUDIES. PAGE-ICS INSTITUTE OF CUSTOMER SERVICES)
Weaknesses:
1. relies entirely on group interaction
2. not naturalistic - created by a researcher
3. may not work for all topics
4. participants may steer discussion in directions not relevant to the
research
5. some participants may dominate discussion
6. raises ethical issues about confidentiality - everything said is shared
with other participants, taping invades privacy, who will hear tapes?
7. may not be suitable for people lacking confidence or relatively
inarticulate
8. may prove difficult to recruit participants (Deem, 1997)
(HTTP://WWW.EDU.PLYMOUTH.AC.UK/RESINED/INTERVIEWS/FOCUSGROUPS.HTM) (Focus
groups
Allows probing.
Most content can be tapped.
Allows quick turnaround.
Weaknesses of focus groups
Sometimes expensive.
May be difficult to find a focus group moderator with good
facilitative and rapport building skills.
Reactive and investigator effects may occur if participants feel they are being
watched or studied.
May be dominated by one or two participants.
Difficult to generalize results if small, unrepresentative samples
of participants are used.
May include large amount of extra or unnecessary information.
Measurement validity may be low.
Usually should not be the only data collection methods used in a
study.
Data analysis can be time consuming because of the open-ended nature of data.
(n.d., http://www.southalabama.edu)
(http://www.southalabama.edu/coe/bset/johnson/oh_master/Ch6/SWFOCUSG.pdf)
(TITLE- Bonus Table 6.D
Strengths and Weaknesses of Focus Groups)
(Silverman, 2004)