The document presents an overview of focus groups as a qualitative research methodology. It describes focus groups as interviews conducted by a moderator with 6-10 participants to explore perceptions, opinions and attitudes on a topic. Key points covered include the features of focus groups, when they should and should not be used, how to organize one including recruiting participants and analyzing the results. Examples of focus group questions on dental flossing habits are also provided.

1. Focus Group
A Research Methodology
Presented By – Mr. Aniruddha R & Mr. Ramesh C
Research Scholars, KIMS
10/19/2016 1

2. This presentation contains
• Features
• What?
• Why?
• When?
• How?
• Pros & Cons of Focus Group
• Process of Focus Group
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3. Qualitative research
• Qualitative research is designed to reveal a
target audience’s range of behavior and the
perceptions that drive it with reference to
specific topics or issues. It uses in-depth
studies of small groups of people to guide and
support the construction of hypotheses. The
results of qualitative research are descriptive
rather than predictive.

4. Focus group..
• A focus group is a form of qualitative research in
which a group of people are asked about their
perceptions, opinions, beliefs, and attitudes
towards a product, service, concept,
advertisement, idea, or packaging.
• Questions are asked in an interactive group
setting where participants are free to talk with
other group members.
• During this process, the researcher either takes
notes or records the vital points he or she is
getting from the group. Care should be noted to
select members of the group carefully for
effective and authoritative responses.

5. Focus Group Research
Features
• A focus group is an interview conducted by an
experienced and professional moderator
among a group of respondents or participants.
• The interview will be conducted in a form of
group discussion among 6 to 10 respondents
in an unstructured and natural way where the
participants are free to express ideas and
concerns.

6. Types Focus Groups
• Single focus group – This is the classical type of focus group
where all respondents are placed in one group to
interactively discuss the topic.
• Two-way focus groups – This format involves using two
groups. One group actively discusses the topic and the other
group observes the first group and then discusses their
interactions.
• Dual moderator focus groups – The moderators work
together with one moderator asking the questions and
leading the session and the other moderator ensuring that
all questions are asked and any new evolutions are discussed
further.

7. Cont..
• Dueling moderator focus groups – The two moderators
purposefully take opposing sides on an issues or topic to fuel
discussion.
• Respondent moderator focus group – One of the respondents will
temporarily act as the moderator which changes the dynamics of
the group.
• Mini Focus Groups – This format uses smaller groups of only 4-5
participants.
• Teleconference or online focus groups – These formats use
conference calling, chat rooms or other online means to conduct
the focus group to allow for better outreach to participants.

8. Advantages
• 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.

9. Disadvantages
• Inexperienced moderator may face problems in
controlling some participants who try to
dominate the group.
• Respondents may be reluctant to share some
sensitive ideas and concerns publicly.
• Due to small sample size and heterogeneity of
individuals, focus groups findings may not be
adequate to make projections.
• A focus group can be a very artificial set up which
influence the respondents to express and act
unnaturally. The findings may be far from the
actual.

10. Why to use Focus Group?
• to draw upon respondents’ attitudes, feelings,
beliefs, experiences and reactions in a way in
which would not be feasible using other
methods, for example observation, one-to-
one interviewing, or questionnaire surveys.
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11. When to use Focus Group?
• Explore needs, thoughts and feelings
• Explore perceptions
• When you want to learn from the banter
between people
• Focus groups can help to explore or generate
hypotheses (Powell & Single 1996) and
develop questions or concepts for
questionnaires and interview guides (Hoppe
et al 1995; Lankshear 1993).
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12. When not to use Focus Group?
• Understanding what people really do (instead
of what they say they do)
• Situations where you worry about people
influencing each other
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13. How to organize Focus Group?
• Defining a focus group
• Designing focus group questions
• Recruiting and preparing for participants
• Conducting the focus group
• Analyzing the data
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14. AN EXAMPLE
Questions for a Focus Group on Dental Flossing
Engagement questions:
• 1. What is your favorite toothpaste?
• 2. What do you notice when you look at other people’s teeth?
Exploration Questions:
• 3. Who in particular has influenced your dental habits?
• 4. What are the pros and cons of flossing your teeth?
• 5. When you floss, how do follow through? When you don’t, why not?
• 6. How do you feel when told about possible damage caused by not flossing?
• 7. How do you feel about yourself when you floss regularly? When you don’t?
Exit question:
• 8. Is there anything else you would like to say about why you do or do not floss
• your teeth on a regular basis?
Note: Flossers and non-flossers in separate groups.
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15. Example of Analysis
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16. Any Queries ?
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17. Biblography
• Focus Group - Dr Anita GibbsSocial Research Update Issue 19, University
of Surrey. http://sru.soc.surrey.ac.uk/SRU19.html
• Methodology Brief:Introduction to Focus Groups by Barry Nagle &
Nichelle Williams. Center for Assessment, Planning & Accountability .
• When To Use a Focus Group and When Not To - Blog by Diane Loviglio ,
https://blog.mozilla.org/ux/2012/08/when-to-use-a-focus-group-and-
when-not-to/
• https://assessment.trinity.duke.edu/documents/How_to_Conduct_a_Focu
s_Group.pdf
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18. Thank You
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