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Research Methods: Primary and Secondary

Focus groups and group interviews

  • 3 things to know
  • Component 2

Overview

Focus group and natural group.

What you need to know

Answer each one before you reveal it.

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Key term

What is a focus group?

Key term

What is the moderator's job in a focus group?

Key term

Why is the interaction in a focus group treated as valuable data?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is a focus group?

    Model answer

    A focus group is a guided discussion among roughly six to ten participants led by a moderator. The group's talk rather than individual answers is the data.

  2. 2

    What is the moderator's job in a focus group?

    Model answer

    The moderator introduces topics, keeps the discussion moving and stops one person dominating. Direction is given without the moderator pressing their own view.

  3. 3

    Why is the interaction itself treated as valuable data?

    Model answer

    Participants challenge, qualify and agree with one another as they would in ordinary life. Shared norms become visible in a way individual interviews miss.

  4. 4

    Give two practical advantages of a focus group over individual interviews.

    Model answer

    A focus group gathers eight people's views in a single session, saving time and money. Arranging one meeting is also easier than arranging eight separate visits.

  5. 5

    What is the main threat to the validity of focus group data?

    Model answer

    Participants may conform to the view emerging in the room rather than say what they think. The record then shows a public consensus rather than private opinion.

  6. 6

    Why is a focus group a poor way of studying stigmatised behaviour?

    Model answer

    Few people will admit drug use, debt or racism in front of neighbours or colleagues. Confidentiality cannot be promised because every participant hears everything.

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