Focus Group Methodology

A focus group brings several participants into a setting for a guided interview that is intended to explore a particular topic of interest. The technique is a favorite among professionals in market research and public opinion studies. The dynamics in focus groups often bring out richer data than a series of individual interviews. However, successful focus groups require proper methodology.

Size

A focus group should be small enough to allow everyone to express a viewpoint and large enough to capture a diverse range of perspectives. A typical focus group usually includes seven to 12 people.

Time Frame

A single focus group session usually lasts about two hours. Researchers should conduct multiple sessions to ensure enough opinions to identify patterns and themes in the participants' comments.

Function

Unlike random samples taken for surveys and other studies, focus groups are not meant to be representative of a specific population. However, participants should be chosen carefully.

Considerations

Participants in a focus group should be unfamiliar to each other, but should share certain qualities that are relevant to the study's focus.

Benefits

Choosing focus group participants who share certain characteristics fosters an environment that encourages participants to interact among themselves during the focus group sessions.

Compensation

Focus group researchers often compensate participants for their time. Forms of compensation include cash, meals or such perks as gift cards.

References

• The Practice of Social Research (8th Edition); Earl Babbie; 1998
• Designing Qualitative Research (2nd Edition); Catherine Marshall and Gretchen Rossman; 1995
• An Overview of Focus Group Methodology

Resources

• Focus Group Fundamentals