Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups Voevodin's Library: Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups


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Q. Why Don't You Use Random Sampling?
A. Because random sampling isn't appropriate. In focus group research, the strategy is to use purposeful sampling whereby the researcher selects participants based on the purpose of the study. For example, the research might be to study users of a program, teenagers in the community who have experienced violence, or diabetic men older than age 50. In each situation, we are seeking these kinds of people because they have special knowledge or experiences that are helpful in the study. They are what Michael Patton (1990) calls "information-rich" cases. Focus groups are composed of homogeneous groups of people-people with something in common that is relevant to the topic of study. Random sampling of the population would be a waste of time and resources. However, the researcher often assembles a pool of potential participants and then randomly selects from within this pool of qualified individuals. This level of randomization is regularly done, and it helps minimize selection bias.
Thoughts
In quantitative research, considerable attention is placed on random sampling. The reason is that randomization helps ensure that a sample is a snapshot of the larger population. The size and the randomness determine the quality of the sample. If the size is small and the sample not random, it will be suspect. Therefore, it is no surprise that quantitative researchers are concerned about the size and randomness in focus group studies.
BACKGROUND
References to Consider
Be able to give the logic as cited by experts. Consider looking over the following:
Glaser, B., & Strauss, A. (1967). The discovery of grounded theory. Chicago: Aldine.
Note discussions of theoretical sampling. Patton, M. Q. (1990). Qualitative evaluation and research methods. Newbury Park, CA: Sage.
Read Chapter 5 on "Designing Qualitative Studies." Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory and procedures and techniques. Newbury Park, CA: Sage. Review Chapter 11 on 'Theoretical Sampling."
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