Focus Groups Involve People
Focus groups are typically composed of five to ten people, but the size can range from as few as four to as many as twelve. The group must be small enough for everyone to have an opportunity to share insights and yet large enough to provide diversity of perceptions. When the group exceeds a dozen participants, there is a tendency for the group to fragment. Participants want to talk but are unable to do so because there is just not a sufficient pause in the conversation. In these situations, participants share by whispering to the people next to them. This is a signal that the group is too big. Small groups of four or five participants afford more opportunity to share ideas, but the restricted size also results in a smaller pool of total ideas. These smaller groups- sometimes called mini-focus groups-have a distinct advantage in logistics. Groups of four or five can be easily accommodated in restaurants, homes, and other environments where space is at a premium.
The People Possess Certain Characteristics
Focus groups are composed of participants who are similar to each other in a way that is important to the researcher. The nature of this homogeneity is determined by the purpose of the study. This similarity is a basis for recruitment, and participants are typically informed of these common factors at the beginning of the discussion.
This homogeneity can be broadly or narrowly defined. For example, suppose an adult community education program wanted to know more about how to reach people who haven't participated in their programs. In this case, homogeneity could be broadly defined as adults who live in the community who have not yet attended community education sessions. Group members could vary by age, gender, occupation, and interests, but members have the commonality of being adults, community members, and nonusers. If, however, the community education staff are interested in attracting more parents of children younger than age 5, residents in specific neighborhoods, or people who work at home, then the researcher would use a narrower definition of homogeneity in selecting participants. The issue is, Who can give you the type of information you need?
Focus groups have traditionally been composed of people who do not know each other. For years it was considered ideal if participants were complete strangers. More recently, however, researchers are questioning the necessity and practicality of this guideline, especially in community-based studies. In some communities, it is virtually impossible to locate strangers. Caution should still be used when considering focus groups with close friends, family members or relatives, or closely knit work groups. Grouping people who regularly interact, either socially or at work, may inhibit disclosure on certain topics.
The moderator also has certain characteristics that can inhibit or support group sharing. If the moderator is readily identified with the organization or, for that matter, identified with any controversial issue in the community, the quality of the results could be jeopardized. For example, the top administrator of a statewide nonprofit institution was convinced that focus groups would provide valuable insights into the concerns of field staff. The administrator wanted to moderate these discussions with subordinates. Not a good idea. He was clearly in a power position. He made final decisions on salary, job responsibilities, and hiring and firing. We encouraged the administrator to find a neutral moderator outside the organizational chain of command.
Focus Groups Provide Qualitative Data
The goal of a focus group is to collect data that are of interest to the researcher-typically to find the range of opinions of people across several groups. The researcher compares and contrasts data collected from at least three focus groups. This differs from other group interactions in which the goal is to come to some conclusion at the end of a discussion-reach consensus, provide recommendations, or make decisions among alternatives. The focus group presents a more natural environment than that of an individual interview because participants are influencing and influenced by others-just as they are in life. The researcher serves several functions in the focus group: moderator, listener, observer, and eventually analyst using an inductive process. The inductive researcher derives understanding based on the discussion as opposed to testing a preconceived hypothesis or theory.
Focus Groups Have a Focused Discussion
The questions in a focus group are carefully predetermined. The questions are phrased and sequenced so they are easy to understand and logical to the participant. Most are open-ended questions. These questions appear spontaneous but are developed through considerable reflection and input. The set of questions-called the questioning route or interview guide-is then arranged in a natural, logical sequence. Questions near the beginning of the group are more general. As the group continues, the questions become more specific-more focused. The beginning questions help get people talking and thinking about the topic. Questions near the end of the group typically yield the most useful information. There is no pressure by the moderator to have the group reach consensus. Instead, attention is placed on understanding the feelings, comments, and thought processes of participants as they discuss the issues.