A focus group is a qualitative research method that uses guided group discussion to learn how people understand and respond to a topic. This lesson introduces the method, its purposes, its history, and the range of fields that use it.
A focus group is a group interview involving a small number of participants, sometimes as many as twelve, who are selected according to relevant characteristics. A researcher or facilitator poses questions about a specific topic and studies participants’ reactions. Discussions may be tightly guided or relatively open.
All flashcards
What is a focus group?
A small-group interview in which a facilitator guides discussion about a specific topic.
What kind of data do focus groups primarily collect?
Qualitative data, including participants’ opinions, beliefs, experiences, and explanations.
How did Robert K. Merton use group-response procedures during the Second World War?
He studied reactions to propaganda and used follow-up questions to explore participants’ responses.
Who is believed to have coined the term focus group?
Psychologist and marketing expert Ernest Dichter, in the 1950s.
Name three fields that use focus groups.
Examples include marketing, sociology, psychology, education, public health, and political science.
Quiz questions
What should a focus-group moderator do during a discussion?Answer: Invite participation, keep discussion on topic, and limit the influence of any one voice.
How do asynchronous online focus groups differ from synchronous ones?Answer: Participants contribute at different times rather than meeting in real time.
What can researchers conclude when a participant remains silent during a focus group?Answer: Silence alone does not establish whether the participant agrees, disagrees, or feels uncertain.
Why can focus-group discussion reveal unexpected research insights?Answer: Participants’ exchanges can raise ideas and perspectives researchers did not anticipate.
What does observer dependency mean as a concern in focus-group research?Answer: Results may be influenced by the researcher’s presence or interpretation.
Based on the Wikipedia article Focus group, licensed CC BY-SA 4.0. Adapted into a summary, flashcards and quizzes.