Remember that focus groups shouldnt be a oneanddone activity. Hence, the moderators primarily aim to facilitate discussion, rather than to direct it. The pro is that you spend a long time with customers in your target market and get to ask many questions. Teleconference or online focus groups these formats use conference calling, chat rooms or other online means to conduct the focus group to allow for better outreach to participants. Face validity, criterion related, content, and construct. Although focus groups have good attributes, they also have their negative effect. With groups of people from different backgrounds and demographics. Also the recruitment of participants can be time consuming.
Disadvantages of focus groups the quality of information gathered during focus groups depends heavily on the group moderators skill, and focus groups can only complement other research because they provide qualitative, not quantitative data. What are the pros and cons of using focus groups to get an. This is a widely used marketing tool which helps organizations develop products and services that are. Focus groups provide rich and detailed information about feelings, thoughts and underlying emotional motivation from people in their own words. Second, it presents the disadvantages and advantages of focus group research, and finally, it provides methodological guidance to administrators who are interested in using focus group research as a way to gather information about the performance of a school system. A few individuals could possibly be introverts while others take control of the debate and impact the end result, or possibly even introduce bias.
Disadvantages of focus groups marketing research assignment and online homework help the disadvantages of focus groups may be summarized by the five ms. Naturalness of the answers is greater in a focus group, because the questions are directed at a group rather than individuals. A proposal for the analysis of the relational dimension in the interview techniques. Although their advantages for research have repeatedly been described, participants opinions about ofgs have seldom been studied. Mini focus groups this format uses smaller groups of only 45 participants. To evaluate and critique reports in the nursing literature in the period 19901999 of the use of focus groups as a research method. Advantages and disadvantages of focus groups as a research method are frequently considered. It is a brainstorming tool used by marketing or tech companies as well. There are pros and cons to exchanging your traditional research methods for. Such groups are used to gather user requirements in the early stages of product design, and user evaluation of product features at the concept stage.
The interviewees considered that the main disadvantages of focus groups were the substantial organizational effort and expenditure of time they required. Advantages and disadvantages of focus groups latest mata. Mar 26, 2017 advantages and disadvantages of focus groups sarah daly. Nov 14, 2018 i was recently asked to provide the definition of a focus group, how to conduct a focus group interview and what is the purpose of focus group interviews.
For example, those looking to gain the widest range of views possible may not be able to do so with a small sample which may not be representative. Disadvantages of asynchronous online focus groups misunderstanding of questions with a facetoface focus group the moderator can ask a question, and if participants dont understand it the moderator can immediately rephrase or explain it. Merton, a sociologist and the associate director of the bureau of applied social research headed the first focus groups in the united states. On the downside, focus groups can be very expensive and customers who participate may or may not represent the broader market but the bigge. There can be focus groups for about anything product focus groups, customer improvement focus groups or merely idea generation. They raised the question whether comparable results could have been achieved using less costly methods. The needs of each organization can vary widely, even when they operate within the same industry. The use of focus groups in social science research focus groups originated in sociology merton and kendall 1946 were primarily used by market researchers in recent years templeton 1987 and.
Students should learn to understand their own conditions to choose the best research method for their study. There are various market research techniques that are appropriate for each phase of device development and in this article we focus on the use of qualitative research, in the form of focus groups. If not, we will recommend a suitable alternative from current qualitative research tools. Disadvantages of focus groups include all of the following except. Qualitative research, like most things in modern life, has adapted to the times. Apr 11, 2016 qualitative research, like most things in modern life, has adapted to the times. Overcoming the limitations of focus groups team consulting. Online focus groups, also referred to as internetbased focus groups, electronic focus groups, chatbased focus groups, or virtual panel discussions, are one of these internetbased research methods. In a focus group discussion, the interviewer talks to a group of people about their thoughts, opinions, beliefs, and attitudes towards a topic.
Successful medical device developers understand that as well as being a regulatory necessity, market research is essential for testing the market appeal, safety and usability of their concepts and designs. Members of the focus groups are chosen on the basis of their expertise on the topicconceptproduct. As long as the disadvantages are equally weighed with the advantages that focus groups provide, the. The internet is increasingly being used as a medium for collecting data for scientific research 14. Download scientific diagram advantages and disadvantages of the focus group. Advantages and disadvantages the research in management, especially in marketing, frequently considers focus group and other qualitative methods as exploratory tools, its results needing to be verified by a quantitative study, in a representative sample. What are the advantages and disadvantages of focus group. Feel free to watch the video below undertitled in english where our founder, dr.
A great moderator of focus groups can understand people and their nonconscious body cues. A good focus group moderator will keep the group focused the clue is in the name. Advantages and limitations of focus groups howstuffworks. The paper examines some methodological issues associated with the use and analysis of focus groups in social science research.
The hidden advantages of focus group interviews in. International journal of methodology, springer, vol. Sampled information is valuable, but is not always 100% accurate. However, such a widespread use of fg seems to have become a fashionable research technique. When used as a survey method, the focus group approach presents various pros, strengths and. Focus groups concentrate on a clearly defined topic, and efforts are made to gather information and opinions from group members. The researcher has trouble controlling discussion and managing the process in comparison to individual interview. The focus group fg technique has been recently rediscovered by social scientists. They can help you gain deeper insight into employee perceptions, needs, and wants.
A focus group is usually expensive to organize and its also cost intensive. One of the few books that applies focus groups to evaluation research. The staff of vf uganda mobilized groups of about 12 people in the areas where they were already operating. Nov 30, 2015 disadvantages of focus groups marketing research assignment and online homework help the disadvantages of focus groups may be summarized by the five ms. The second is asynchronous, which means not in realtime. Collabito offers an easy and costefficient solution not only for market researchers. I was recently asked to provide the definition of a focus group, how to conduct a focus group interview and what is the purpose of focus group interviews. John reynard managing director, creative medical research. Case to be able to gather information, microsave decided to use focus group discussions. Maturation people are continually growing and changing whether they are in an experiment or not. Online focus groups, also referred to as internetbased focus groups, electronic focus groups, chatbased focus groups, or virtual panel discussions, are. Advantages of asynchronous online focus groups and faceto. The use of focus group discussion methodology british ecological. Used with all of the above, a focus group is an integral part of gauging public perceptions.
Focus groups look at b2c concepts primarily because it is challenging to bring business representatives into the same room to present a product. Disadvantages of focus groups marketing research assignment. Download citation the focus groups in social research. Advantages and disadvantages of online focus groups. Even though great care may be taken to create a diverse group that represents several different components of a demographic, the group itself is just a small sample. In this lesson, youll learn about focus groups, as well as their advantages and disadvantages. Focus groups are forums used to gather qualitative data on the customer experience. Focus group brings interaction between participants highlights their view of the world. The first is synchronous, which means realtime or live groups, conducted via video or chat. Detailed examples will be helpful to those who are just getting started in focus groups.
They raised the question whether comparable results could. Focus groups can be misused and abused by considering the results as conclu. The primary disadvantage is that a focus group still tends to be a subsection of a demographics views. The pros and cons of focus groups show that there can be a lot of valuable information gathered from this type of survey method. We investigated ofg participants preference for participation in an ofg or a facetoface focus group ftf, as well as their perceptions of the advantages of both methods. Online focus groups have become a popular alternative to the traditional focus group. Although focus groups are very effective, finding enough people to participate in the exercise can be difficult to come by sometimes. Focus groups group of people with a moderator to discuss a particular topic, concept or product is called focus group. Focus group usually refer to a group of 10 or fewer volunteers who gather to discuss a particular product or idea. Weve seen how focus groups can deliver invaluable insights, but its important to mention that their effects are largely determined by the moderator.
It is argued that what distinguishes this methodology from other. Online focus group advantages and disadvantages mrqual. In short, focus groups focus on attitude and affect. We now frequently employ digital methods to conduct research, but we still also use traditional methods, such as inperson focus groups, inperson oneonone interviews indepth interviews, and phone interviews. The focus groups are the groups of intellectuals, professionals who come together to form an opinion for the new product in the company. During the fgds they tested out the different prototypes and were able to get opinions about the different products and their packaging. Oct 19, 2016 mini focus groups this format uses smaller groups of only 45 participants. When used as a survey method, the focus group approach presents various pros, strengths and benefits, as well as cons, weaknesses and drawbacks. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track consumer opinion. Disadvantages of focus groups include all of the following. Online versus inperson focus groups interq research. A growing literature on the setting up and running of focus groups for social.
Focus groups are used in business research all the time. In this article, we look at online focus group advantages and disadvantages compared with facetoface focus groups. Differences between online and face to face focus groups, viewed through two. Advantages, disadvantages, and lessons learned in conducting telephone focus groups to discuss biospecimen research concerns of individuals genetically at risk for cancer abstract advances in telecommunication technology allow biomedical researchers to explore new, inexpensive opportunities for conducting focus group research. Focus group interviews are more interesting than standard interviews, what cause longer and more revealing answers. There are however issues with focus groups that people should be aware of. Focus groups can get you all the information you need as long as adequate preparation is made. Aug 16, 2011 the value of the information gathered is dependent on defined objectives and the preparation done prior to conducting the focus group interviews. Focus group is an important research method, here we list the advantages and disadvantages of such research method. The key is to make sure you know what you want and identify your goals as specifically as possible.
Multiple uses are described for the focusgroup approach, it may, for example, as a method in its own right and as a precursor to other methodological approaches. The amount of data collected would be overwhelming and complex to be analyzed. The difference between quality data and data with bias depends on how people are screened and the data is treated. Online focus groups ofgs are increasingly used as a method of data collection. It requires a lot of planning and training to encourage participation and focus the discussion. Focus group discussions are a common qualitative research strategy. Advantages, disadvantages, and lessons learned in conducting. Advantages and disadvantages of focus groups advantages. Following are the main disadvantages of focus group discussion in research.
It has become the subject of important methodological discussions and it is now considered a very innovative research method. The term focus group was created by ernest dichter, a famous market expert and psychologist. Focus group brings interaction between participants highlights their. The selfselecting process and voluntary participation may not be representative. Beside that primary data can be obtained through focus groups, panels and unobtrusive measures. Critical thinking use this information to consider what are and are not advantages and disadvantages to focus groups.
The impression is that fg is often adopted without any prior consideration of whether it. This book gives considerable attention to analyzing and reporting focus group results. The disadvantages of focus groups whilst focus groups have a number of benefits for market research, they arent always the most suitable answer for everyone. The findings cannot be projected and the results dependent upon interaction. The value of the information gathered is dependent on defined objectives and the preparation done prior to conducting the focus group interviews. Online focus groups vs traditional focus groups remesh blog. Introduction and history 3 participants are encouraged to talk to each other instead of answering the moderators questions. The use of focus groups in social science research focus groups originated in sociology merton and kendall 1946 were primarily used by market researchers in recent years templeton 1987 and are increasingly being used as a research tool in the social sciences. Methodological aspects of focus groups in health research. What are the advantages and disadvantages of focus groups. View or download all content the institution has subscribed to. The focus group is the collaboration of people who come together to make an opinion, put forth their belief and perspective for the product or service initiate, in the company. What is the purpose and advantages of focus group interviews. The aim of focus groups in social science research is to understand.
First, it attempts to define focus group research in the field of education. Focus groups are a way to discover demographicrelevant information through an interactive group sessions that is run by a facilitator. Participants are typically a group who are similar in some way, such as income, education, or career. Let each group drive itself, deciding if it needs to meet more than once and what next steps should be. We now frequently employ digital methods to conduct research, but we still also use traditional methods. Focus groups typically involve a moderatorled group discussion with between eight and 10 people. Advantages and disadvantages the focus group fg technique has been recently rediscovered by social scientists. Tfg interviews research staff downloaded the audio recordings as an mp3 file from the. Whilst focus groups have a number of benefits for market research, they arent always the most suitable answer for everyone.
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