Chapter 5

Focus group interviewing are guided or not guided group discussions about a specific topic, to get intended information. This type of interviewing is great for collecting large amounts of data in a short time span. We as researchers use data collected in focus groups for applied nature, which means we do them for intended application of the data collected. We use this method for program implementation, problem solving, or marketing. We also can use this data for just pure research meaning we asking a research question and finding possible reasons for why this occurs.

In focus group interviews we want to have a moderator, who makes the conversation flow, or guide the the people in the focus group to stay on topic and regulate, the activities or feeling in the group. With focus groups there can be a multitude of issues depending on how the moderator, is facilitating the flow of conversation. Common issues is group think where several members have the same idea or comment which can pressure the group to bandwagon to the idea put forth as a part of subgroup pressure. Working with a group can be a good experience of bad. The interview structure is very important when conducting group interviewing. In informal group discussion the interview structure is intended to encourage everyone participating to be free and not shy about their thoughts on a specific subject. When doing a group interviewing there are a multitude of problems that can occur, especially for those who are inexperienced. Having problems can really reduce the quality of the resulting information collected in a focus group. In order to avoid potential issues first be sure that you are doing a focus group because you are fully prepared to do and all other methods are not going to work, be aware that focus groups are not the only type of interviewing to obtain your data. Second do not be very vague about what you are trying to accomplish with the focus group, be specific and precise on questions, so that you do not get information not pertaining to your research. Third using too few groups can create an issue in your data, often a researcher will use a series of small groups, totaling 30 or participants. Fourth attempt to not overreach, meaning try to time everything precisely keep in mind most participants don't want to stay longer than an hour. Fifth, do not have large focus group, having an overly large group can be difficult to guide through questions and conversations, a good sized group is from six to eight individuals. Sixth when guiding conversations be cautious not to be too lenient when it come to staying on topic as the moderator, you must attempt to keep people on track with your line of question. Eighth the moderator must be able to control bullies who can either derail the group or take control. There are many advantages for focus group interviewing such as time flexibility, having serval people ideas within a room, can get a large amount of data in short period of time, allows you to explore topics at are form your intended research. Disadvantages are those such as having a multitude of personalities that can clash, focus group are voluntary if people do not show up finds can become inconclusive. A moderator of the groups have to have certain guidelines: introductions, statements and guidelines for the groups, short question/ discussion, special activities and guidance for dealing for sensitive issues.