This document provides an overview of focus group discussions. It defines a focus group as gathering people from similar backgrounds to discuss a topic of interest to the researcher. It explains that focus groups involve 8 to 15 participants guided by a moderator who introduces discussion topics, and have an observer who takes notes. The document discusses how focus groups are conducted, the type of information they produce such as beliefs and attitudes, and their advantages like quickly obtaining a lot of low-cost information. It also notes limitations such as results not being generalizable and potential for groupthink. The document provides guidelines for effective focus group discussions.

1. Pedagogy On Focus Group
Discussion
Presented By: Dr. Kunal
Guided By: Dr. Abhay Mudey
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2. Contents
• What is a focus group?
• How is focus group discussion is conducted?
• Language
• What type of information dose focus group discussion produce?
• How can focus groups be used in Research?
• Advantages
• Limitations
• Latest initiatives.
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3. What is focus group discussion?
Definition:-
It is gathering together
people from similar
background or
experiences to discuss a
specific topic of interest
to the researcher.
In other words
• It is not a group interview
where a moderator asks the
group questions &
participants individually
provide answers.
• It relies on a group discussion
& is especially successful
where the participants are
able to talk to each other
about the topic of interest.
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4. How the focus group discussion is
conducted?
• Focus involves 8 to 15
participants.
• The group participants are
guided by a moderator or group
facilitator, who introduces
topics for discussion & helps
the group to participate in lively
& natural discussion amongst
group.
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5. Continued….
• An observer or note taker
records key issues raised in the
session & other factors that may
influence the interpretation of
information.
• Observer dose noting down the
responses from the group &
observing & documenting any
non verbal messages that could
indicate how a group is feeling
about the topic under discussion.
• The observer may point out
questions that are not well
explored, questions missed, or
suggest areas that could be
investigated.
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6. A good group discussion setup
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7. Language
• Focus groups may be conducted in language that is different from that
of the researcher, or that in which information will be analysed &
reported.
• Usually a native speaker would be used to moderate the session,
especially in more formal research projects & so will need translation
assistance.
• Trying to run a focus group with a direct translation of each
participant to moderator reduces the flow of discussion.
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8. • It explore people’s beliefs, attitudes &
opinions.
• It indicate the range of a community ‘s
beliefs, ideas or opinions & i.e. they are
valuable for gaining baseline information for
project.
• They are useful in designing question guides
for individual interviews & questions for
structured interview schedules.
Information
Produced by
Focus Group
Discussion
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9. Focus Group
Discussion
Related to
Related to
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10. Advantages
• They produce a lot of information far more quickly & at less cost that
individual interviews.
• They are excellent for obtaining information from illiterate
communities.
• If the focus is used to explore relatively simple issues , it can be
easily managed by people not trained in qualitative researched
methods.
• Because the questioning is so flexible, it means that you may
discover attitude & opinions that might not be revealed in survey
questionnaire.
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11. Continued….
• The researcher can be present at the session which allows follow –up
of responses if required.
• They are well accepted by the community as they make use of the
group discussion which is a form of communication found naturally
in most communities.
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12. Limitations
• Results from focus group cannot usually be used to make statements
about the wider community , that is they can indicate a range of
views & opinion, but not their distribution.
• Participants often agree with response from fellow group members
(for many different reasons) & so caution is required when
interpreting the results.
• The moderator who is not trained well can easily force the
participants into answering questions in certain way.
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13. Continued….
• Focus groups have limited value in exploring complex beliefs of
individuals & as a result in depth interviews are a more appropriate
method for purpose.
• Focus group can print a picture of what is socially acceptable in a
community rather than what is really occurring or belived.
• Those who are shy may not take part in the discussions.
• Some may dominate the discussion.
• There may be unequal participation of members.
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14. Continued….
• Some members may deviate from the subject & make the discussion
irrelevant or unprofitable
• The moderator is aided by pre prepared questions guide that is used
to ask very general questions that will be asked of the group .
• An observer or note taker records key issues raised in the session &
other factors that may influence the interpretation of information.
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15. Focus Group
Discussion
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16. Do’s and don’ts for focus group discussions
1. Do ask open-ended questions (not yes-or-
no-questions) and not “why” directly
2. Do arrange seating in a circle for good eye
contact
3. Do show your sincerity, empathy and
interest to listen
4. Do clarify guidelines and duration of
session
5. Do encourage expression of real feelings
and opinions
6. Do summarize the main points that
emerged
7. Do thank the group for their participation
8. Do let people in the group know what the
next steps in the process will be
1. Don’t use it as an opportunity to make
your own points about the discussion
2. Don’t let the sessions run on too long,
be realistic about the amount of
questions you can ask in the time
allocated
3. Don’t allow the discussion to become
a discussion between two or three
people in a bigger group
4. Don’t allow the discussion to become
aggressive or personal.
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17. Latest Initiatives
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18. Focus Group Discussion on Online shopping
Scenario In Community Medicine Department
• FGD Domains:
• General Opinion about the online shopping
• Talk about Shopping & Discount
• Salient features about the online shopping
• Short comings of the shopping & online window shopping scenario
• Suggestions for improvement
•
• General Opinion about the online shopping
• Do you know shopping can be done on online?
• Can you tell how you came to know about online shopping?
• How did you feel when you first heard about online shopping?
• Can you elaborate how you feel when you participate in online shopping & take advantage of any discount?
• Talk about Shopping/Discount/coupons
• Do you like to do online shopping?
• Can you comment on person talking about shopping scenario in Wardha?
• What do you think about the news paper/magazines adds, news flash on internet, advertisement mail on e-mail ID & promotional SMS on phone?
• What do you think about topics covered during this talk?
• Are you able to follow the shopping /discount/coupons ideas messages given in this talk?
•
• Salient features about the online shopping
• What are all the good things about the online shopping
•
• Short comings of the total online window shopping & actual shopping
• What are all the things about online shopping that you don't like?
•
• Suggestions for improvement
• Any suggestion from your side for improvement?
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19. Thank You
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