Focus+Group+Interviewing

=Research Method: Focus Group Interviewing=

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Research Definitions

 * Focus group interviewing (often simplified to Focus Group) is a method used by researchers as well as marketing agents to gain feedback from multiple subjects simultaneously. It takes advantage of social dynamics to improve content of discussion to allow several layers of interpretation or opinion on new products, ideas, topics, etc. It is especially useful for clarifying what a group thinks about a complex or controversial social issue (but not when these are sensitive or intimate issues) where a point-counterpoint dialogue might emerge. It allows multiple viewpoints to be shared quickly but can easily be dominated by a few voices unless the moderator is trained well in the interviewing process. While focus group work uses some of the philosophy and techniques of regular one-on-one interviewing, it adapts those to the dynamics and limitations created in a social setting.
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**Article References**

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**Book References**

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**Data Collection and Analysis Resources**

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 * Online Sources on Focus Groups
 * Introductory Articles/URL's on Focus Groups
 * Anita Gibbs //Social Research Update// article is a simple introduction to the basic aspects of focus groups at [].
 * Basics of Conducting Focus Group by Carter McNamara, lists things to know about in focus groups []
 * Pablo short article on Focus Groups (part one mainly) []
 * Focus Groups in Marketing (showing how a research technique is useful as business technique) . In fact, although you have to read with skepticism I have found that business us have pushed the creative margin of using this technique better than researchers. They really need data to survive and FG are the most economical way of getting quick data.
 * Excellent articles by the marketing guru of focus groups Thomas Greenbaum at []
 * The next four come from [] a great site of ideas. **Client Guide to the Focus Group** provides a nice overview of why focus groups are useful in and outside of marketing. I like the contrast with other data collection methods. This is at: []
 * How to Get Beneath the Surface in Focus Groups, By George Silverman, at [], provides a wandering reflection about the resistence of people to give you the truth about what they believe or feel and how to make the data you collect from focus groups as accurate to the true feelings and ideas of the participants.
 * How To Get More Out Of Your Focus Groups, is a simple but useful reminder of what to avoid in running focus groups. It reviews “ pitfalls ” that are useful reminders for novices in running focus groups. It is at []
 * For those running many focus groups who will have to enlist the help of other moderators, this is a useful reminder of the difference between the experienced researcher and the moderator. Actually, I felt intimidated by the list of what experience the qualitative researcher needed to work with focus groups. See this article at [], once again, acknowledging that this is a simplistic approach but still useful reminders for us as novice focus group organizers.
 * For an excellent outline of what to and watch out for in running a focus group go to []
 * Links to a lot more stuff on Focus Groups
 * The single gateway to research and lay-persons introductions to focus groups is at []
 * Analysis issues explored at []
 * A nice blend of quantitative and qualitative data collection by the University of British Columbia on students []

**Samples**

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