What is A Focus Group?
Focus Group (FG) is a type of in-depth interview in the data collection stage of a research project. The researcher invite informants whose characteristics represent those of the population the research project is targeting at to participate, and collect data by engaging the participants in conversations. The focus or object of analysis is the interaction inside the group.
The questions to ask in a focus group are similar to those that are asked in an one-on-one interview.
Why Use Focus Group Interview?
There are several advantages in using focus group interview:
It is comparatively easier to conduct
It is economically efficient
It generates opportunity to collect data from the group interaction
It gives speed in the supply of the results
It allows a relatively large sample size for a qualitative study
There are, however, disadvantages in using focus group interview:
The research is not carried out in a natural setting
The researcher has less control over the data thus generated
The data may be difficult to analyze
The interviewer must have good interview skills
Assembling a group may take a lot effort
Resource:
Freitas, H., Oliveira, M., Jenkins, M., & Popjoy, O. (1998, Feb). The focus group, a qualitative research method. Working Paper ISRC No. 010298. ISRC, Merrick School of Business, University of Baltimore. Baltimore, MD.