chat gpt : 8 steps in conducting focus group discussions
A focus group discussion (FGD) is a qualitative research method that involves a small group of individuals coming together to participate in a guided discussion on a specific topic of interest. Here are the typical characteristics of a focus group discussion:
Small group: FGDs typically consist of 6 to 12 participants. The small group size allows for meaningful interaction and encourages participants to express their opinions openly.
Moderator: A trained moderator facilitates the discussion, guiding the participants through a structured conversation while ensuring everyone has an opportunity to share their perspectives. The moderator follows a pre-determined set of questions or topics to explore during the session.
Purposeful sampling: Participants in a focus group are selected based on specific criteria relevant to the research objective. The goal is to gather diverse perspectives and experiences related to the topic under discussion.
Open-ended questions: The discussion is centered around open-ended questions that encourage participants to express their thoughts, feelings, and experiences related to the topic. The aim is to elicit detailed and insightful responses.
Interactive and dynamic: FGDs foster group dynamics and interaction among participants. Participants can build on each other's responses, share anecdotes, debate ideas, and generate new insights collectively. This interaction often leads to rich and nuanced data.
Duration: A focus group discussion typically lasts between 1 to 2 hours. This duration allows enough time to delve into the topic while maintaining participants' attention and engagement.
Recorded or observed: FGDs are often audio or video recorded to capture the conversation accurately. This allows researchers to review the discussion later and extract key themes and insights. Alternatively, a researcher or an observer may take detailed notes during the session.
Qualitative data: The data collected from focus group discussions is qualitative in nature. It provides researchers with in-depth insights, opinions, attitudes, and perceptions of participants, offering a deeper understanding of their experiences and perspectives.
Focus group discussions are commonly used in market research, social sciences, and other fields to explore consumer preferences, test product ideas, evaluate public opinions, gather feedback, or generate new ideas.
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