The moderators control the discussion as per his or her experience. The aim of focus groups in social science research is to understand. In this lesson, youll learn about focus groups, as well as their advantages and disadvantages. The members of the group normally belong to same community, shairing similar culture. I am in the final stages of writing a new book titled basic and advanced focus groups. Oct 21, 2019 when deciding what type of research will benefit your business, it is important to consider the advantages and disadvantages of quantitative research. Jan 25, 2019 focus groups provide a wide variety of insights into the consumer experience with your business and feedback on a particular product or process. 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. The use of focus groups in social science research sage. Faculty and administration on campus is often involved in groups and committees and projects of some sort. The advantages of focus groups can be maximized through.
Not only does this mean that groups may not be comparable in experimental research, but it also makes it difficult to measure the human responses that are obtained or observed. From factual to opinionbased, check boxes for openend responses, whatever form they are in, questionnaires are often regarded to be a quick and easytodo. Abstract focus group discussion is frequently used as a qualitative approach to. The advantages and disadvantages of experimental research show that it is. Used with all of the above, a focus group is an integral part of gauging public. Marketing researchers employ a variety of tools, including oneonone interviews, written surveys and polling to track consumer opinion. As said the discussions are controlled by the moderator. As with any other method in the academic field, there are various advantages and disadvantages of utilizing surveys. This practical and extremely wellwritten guide offers advice on. Lets take a brief look at the relative advantages and disadvantages of open and closed questions, from the point of view of.
What are the advantages and disadvantages of case studies. Conflict theory advantages and disadvantages free essays. Ask around and see if there are focus groups happening around a topic you are interested in that you could observe. Advantages and disadvantages of quantitative research. Focus groups concentrate on a clearly defined topic, and efforts are made to gather information and opinions from group members. However, such a widespread use of fg seems to have become a fashionable research technique. Now let us look into some of the advantages and disadvantages of focus groups.
Pdf over the past decade, focus groups and group interviews have reemerged. Students should learn to understand their own conditions to choose the best research method for their study. The basic part of this book will essentially replace my little blue book on focus groups, since that. Focus groups can be misused and abused by considering the results as conclu. Merton, a sociologist and the associate director of the bureau of applied social research headed the first focus groups in the united states. Disadvantages of focus groups marketing research assignment and online homework help the disadvantages of focus groups may be summarized by the five ms. Survey research is quickly becoming the number one tool that market researchers use to gather data. We take a look at the advantages and disadvantages of focus groups below. They may also offer some insight on how to conduct further research in the area.
This is advantages and disadvantages of working in groups, section 1. Online focus groups and qualitative research in the social. History and development of focus group methodology focus groups employed in market research and social research virtual focus groups the advantages and limitations of focus groups introducing the focus group methodology. Pdf using focus groups in social research researchgate. Despite origins in sociology at least half a century ago, focus group discus sions became. On one hand, these tests provide a way to compare student knowledge to find learning gaps.
Qualitative research, focus group discussion, interview. Advantages and disadvantages of using questionnaires questionnaires are used differently in various fields. Advantages and disadvantages method advantages disadvantages. Advantages of quantitative research the use of statistical analysis and hard numbers found in quantitative research has distinct advantages in the research process. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a guided discussion of a topic. Focus groups typically involve a moderatorled group discussion with between eight and 10 people. Advantages and disadvantages of using questionnaires. Sociologists and psychologists have used the method since the. Content analysis offers several advantages to researchers who consider using it. The discussions in the focus groups can be kept under control. However, each of these methods presents different advantages and disadvantages. Focus group discussion in qualitative research new delhi.
A test to verify the adequacy of focus groups consists of asking how active and easily the participants. Pdf on jan 1, 2007, smithson j and others published using focus groups in. It has become the subject of important methodological discussions and it is now considered a very innovative research method. A strength of the major is its focus on human interaction and its relevance to daily life. The goal of this working paper is to describe potential uses of the focus group, its advantages and disadvantages as a qualitative research method section 2. When you ask a good question you allow the possibility of a good answer, conversely, bad questions will almost always lead to poor answers. Hence, the moderators primarily aim to facilitate discussion, rather than to direct it. In the marketing, focus groups are seen as an important tool for acquiring feedback. Comparisons between focus groups and both surveys and individual interviews help to show the specific advantages and disadvantages of group interviews, concentrating on the role of the group in producing interaction and the role of the moderator in guiding this interaction. How are tbey distinct from ordinary group discussions and wbat use are tbey anyway. Focus groups are often underused as a valuable tool for research. Sociology courses teach students how to look at the world through the eyes of others and function in a world where cultural literacy is more critical than ever. Focus groups humboldt state university public sociology.
Advantages and disadvantages an interview involves an interviewer asking questions verbally to a respondent. Advantages of total quality management tqm improves reputation tqm programs have the advantage of improving corporate as well as product reputations in the marketplace, because errors and defective products are discovered much more rapidly than under a nontqm system, and often before they are ever sent to market or found in the hands of the. Focus groups as a qualitative method for crosscultural. The term focus group was created by ernest dichter, a famous market expert and psychologist. A growing literature on the setting up and running of focus groups for social. The first is synchronous, which means realtime or live groups, conducted via video or chat. Sociology majors also learn how to read statistics a skill that applies to many fields. On the other hand, not every student performs well on a test, despite having a comprehensive knowledge and understanding about the subject matter involved. There are certain indepth interviews that are conducted by phone and are considered flexible and costeffective too. 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. The advent of online survey tools has led to widespread use of quantitative surveys in order to collect, analyze, and use data that can contribute to a more effective business model, better marketing strategies, improved customer service and more. Advantages of quantitative research the use of statistical analysis and hard numbers.
In this article, we look at online focus group advantages and disadvantages compared with facetoface focus groups. They provide a rich source of qualitative information and they often present an opportunity to research rare disorders or situations otherwise unethical to study. So, above are some of the advantages of the focus groups. Explanatory research definition, explanatory research.
Theyre great if you want to assess multiple candidates in a short span of time, but you might learn less about an employee than in a 11 interview. Regardless of the number of focus group discussion meetings, it is important to consider the duration of the meetings. How to set up focus groups having decided that focus groups are suited to your research needs for advantages and disadvantages of focus groups, see table 2 first, consider your timing e. 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. Focus group interviews are more interesting than standard interviews, what cause longer and more revealing answers. The theoretical advantages of social surveys detachment, objectivity and validity positivists favour questionnaires because they are a detached. Focus group is an important research method, here we list the advantages and disadvantages of such research method. They can be invasive and potentially inappropriate, the cannot be generalised to the rest of the population and therefore have. What are the advantages and disadvantages of focus group. Advantages and disadvantages of focus groups todays market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time the focus group. Advantages of total quality management tqm improves reputation tqm programs have the advantage of improving corporate as well as product reputations in the marketplace, because errors and defective products are discovered much more rapidly than under a nontqm system, and often before they are ever sent to market or found in the hands of.
Pdf on jan 1, 2007, smithson j and others published using focus groups in social research find, read and cite all the research you need on researchgate. In order to discuss these two points, i will focus on the two main characteristics that differentiate the fg from other techniques of information gathering in social research. The goal of this paper is to evaluate the nature of the fg, analyse its advantages and disadvantages and identify the cognitive problems that it helps to face. In this way, the return of investment is considered high when compared to focus groups. Short imagine eight 30something single women sitting around a table over coffee discussing the advantages and disadvantages of the pill, the diaphragm, the condom, and other forms of contraception. Sociologists and psychologists have used the method since the 1940s. During a focus group, a group of individualsusually 612 peopleis brought together in a room to engage in a. American marketing association and ntc business books. Advantages and disadvantages of focus groups a focus group discussion is an interaction among one or more experts and more than one individual with the intention of gathering data. Introduction and history 3 participants are encouraged to talk to each other instead of answering the moderators questions.
The impression is that fg is often adopted without any prior consideration of whether it. The advantages and disadvantages of standardized testing are quite unique. The chapter will then conclude with a discussion of the advantages and disadvantages of using focus groups. It is actually a type of research design that focuses on.
The second is asynchronous, which means not in realtime. Knowing the advantages and disadvantages of focus group compared to other research methods. A survey provides a method suitable for a number of topics and specializations in different areas of knowledge. When used as a survey method, the focus group approach presents various pros, strengths and benefits, as well as cons, weaknesses and drawbacks. Interviews involve a more direct interaction between the researcher and the respondent than questionnaires. When deciding what type of research will benefit your business, it is important to consider the advantages and disadvantages of quantitative research. Many businesses are unaware of the kinds of benefits using focus groups can have. In part to compensate for this lack of experience, a practical manual on. What are the advantages and disadvantages of focus groups. Rose barbour and i are coediting a book titled a new era of focus. 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. From factual to opinionbased, check boxes for openend responses, whatever form they are in, questionnaires are often regarded to be a quick and easytodo medium for researchers and lecturers alike.
However, in this book, i advocate the less structured focus groups in the social. Focus groups are used in business research all the time. The next year produced two booklength treatments of focus grou. Social surveys are a quantitative, positivist research method consisting of structured questionnaires and interviews. This post considers the theoretical, practical and ethical advantages and disadvantages of using social surveys in social research. Lets take a brief look at the relative advantages and disadvantages of open and closed questions, from the point of view of using them in your everyday work interactions, so that you know when each type of question is appropriate. More accurate information opinions or ideas can be refined by the group. The value of the information gathered is dependent on defined objectives and the preparation done prior to conducting the focus group interviews. Advantages and disadvantages of using questionnaires examples.
There can be focus groups for about anything product focus groups, customer improvement focus groups or merely idea generation. Focus groups provide a wide variety of insights into the consumer experience with your business and feedback on a particular product or process. Explanatory research is conducted for a problem that was not well researched before, demands priorities, generates operational definitions and provides a betterresearched model. However, each of these methods presents different advantages and disadvantages and researchers should consider context. A key market research tool, focus groups are often used in order to gain a better insight into different behaviours and opinions of consumers regarding products, brands and services. A sociology major offers students the opportunity to study human behavior, communication and interaction. Provide a broader range of information offer opportunity to seek clarification suggest potential solutions to problems identified deeply understand the phenomena studied. Dec 11, 2012 in the marketing, focus groups are seen as an important tool for acquiring feedback. Focus group discussion fgd is a research tool that as the name suggests involve a group of people usually 6 to 8 coming together to discuss about some topic. There are however issues with focus groups that people should be aware of.
Group interviews have advantages and disadvantages. The budget is mainly utilized to collect data from respondents than to cover incidental costs for presenting focus groups. Dec 01, 2003 focus groups are often underused as a valuable tool for research. In depth interview advantages and disadvantages wisestep. In focus group discussion investigators interview people with common qualities or experience for eliciting ideas, thoughts and perceptions about particular subject areas or certain issues associated with an area of interest. Focus group brings interaction between participants highlights their view of the world. A great moderator of focus groups can understand people and their nonconscious body cues. Advantages and limitations of focus groups howstuffworks.
The advantages and disadvantages of experimental research show that it is a useful system to use, but it must be tightly controlled in order to be beneficial. Online focus groups and qualitative research in the social sciences. Main advantages for zazen by choosing this tool are. Focus groups are a form of qualitative research that is commonly used in product marketing and marketing research, but it is a popular method within sociology as well. Some of the focus groups advantages are as follows. Used with all of the above, a focus group is an integral part of gauging public perceptions. Online focus group advantages and disadvantages mrqual. Elderly in employing focus groups are described, and their advantages and.
Surveys, advantages and disadvantages of sage research. Advantagesdisadvantages of open and closed questions. Advantages of total quality management tqm improves reputation tqm programs have the advantage of improving corporate as well as product reputations in the marketplace, because errors and defective products are discovered much more rapidly than under a nontqm system, and often before they are ever sent to market or found in the hands of the public. Surveys, advantages and disadvantages of sage research methods. If the focus groups provide advantages, it also provides some of the disadvantages. What is focus group method in qualitative data collection. The focus group fg technique has been recently rediscovered by social scientists.