Research Methods in Organizational Psychology

Organizational Psychology

Submitted By:
Rabia Saqib
Submitted To:
Ma’am Sundas Javed

ISLAMABAD MODEL COLLEGE FOR GIRLS F-10/2 POST

GRADUATE COLLEGE
 Organizational Psychology
Introduction:
In simple terms, organizational psychology studies human behavior in the workplace. It focuses
on evaluating individual, group, and organizational dynamics and using that research to identify
solutions to problems that improve the well-being and performance of an organization and its
employees.
Organizational psychology is primarily concerned with aligning the interests of the company and
the needs of its workforce. Its objective is to improve employees’ quality of life and conditions to
achieve outstanding performance and efficiency.
Organizational psychologists study how decisions are made, how effective organizational
communication is, and how team members interact and collaborate. Knowing the answers to
these questions and many others helps business owners assess where to change systems and
dynamics to make their business work better.
Definition:
“The design of experiments, also known as experiment design or experimental design, is
the design of any task that aims to describe and explain the variation of information
under conditions that are hypothesized to reflect the variation.”
There are three different types of experimental research design, divided by key elements
related to how you conduct each experiment. Within these types, there are also subdivisions
that the behaviors within the experiment can affect. The three main types of experimental
research design are:
Benefits of Organizational Psychology
Here are some of the benefits of organizational psychology for both companies and employees:
• For the companies
Implementing an organizational psychology program offers numerous benefits for a company,
since it is a field of psychology that tries to maintain the interest of the company and its
employees jointly and beneficially. In addition, it performs conciliation functions between the
two.
The objective of this area is to propose strategies to strengthen the organizational culture. This
contributes to creating a healthy environment, which significantly increases productivity and
employee commitment. Therefore, this would imply a reduction in turnover costs and new
hiring processes.
• For employees
The tasks performed by organizational psychology are responsible for helping to solve problems
more efficiently. On many occasions, they even have the help of the employees themselves so
that they feel part of the solution.
In addition, this area also reflects an improvement in employees’ quality of life. Psychologists
try to know their preferences and promote measures that allow them to opt for a greater
reconciliation with their personal life, career plans, relationship with their co-workers, etc.,
allowing them to be more comfortable with their work.
Organizational psychology main areas
The main areas of organizational psychology are:
• Recruitment
Organizational psychology help the human resources department develop the hiring and
personnel selection processes, including job advertisements, the definition of essential
qualifications, and the development of selection evaluations.
• Employee training and development
Industrial psychologists conduct job analyzes in which the skills and abilities needed to perform
a specific job effectively are determined. The information and insights gained from these
analyzes are used to develop and evaluate employee skills development and training programs.
• Employee satisfaction and work-life
Organizational psychology deals with job satisfaction, work motivation, health, safety, and well-
being of employees.
In this sense, the role of this area of psychology is to assess the well-being and happiness of
employees at work, find ways to improve the workplace culture and apply programs to reconcile
work and family life, if necessary.
• Performance evaluation
Organizational psychology helps organizations measure and manage employee performance by
developing and conducting performance appraisals, identifying skill gaps, and providing
feedback and recommendations.
The employee feedback obtained from these evaluations is often used to inform decisions
regarding compensation and promotions.
• Organization development and management
Organizational psychology is also concerned with organization structure and performance. An
organization requires this area to determine the degree of efficiency, productivity, and
profitability and help make decisions related to the organization’s work culture and structural
changes.

Research Methods Used in Organizational Psychology

1. Correlational Research Design:
By definition correlational research refers to a type of non-experimental research method that
evaluates the relationship between the variables with the help of statistical analysis.
Correlational research design does not study the effects of extraneous variables on the
variables under study.
In terms of market research, a correlational study is generally used to study quantitative data
and identify whether any patterns, trends, or insights exist between consumer behavior and
market variables such as; advertisements, discounts, as well as discounts on products.
Uses:
Correlational research design is useful for all kinds of quantitative data sets, but it is commonly
used within market research. Market researchers find it useful to use correlational design
with Customer Effort Score Surveys and their association with sales; Customer Experience (CX)
and its relationship with customer loyalty, as well as Net Promoter Score Surveys and its
correlation with brand image or management.
These surveys include many relevant questions that make them ideal to study in correlational
research design. In market research, correlational methods help in isolating variables and
seeing how they interact with each other.
Strength:
A correlation coefficient describes the strength & association relationship between variables.

It is a statistical technique for data analysis. Among various correlation coefficients, the
most
popular is Pearson’s correlation coefficient.
A correlation coefficient ranges from -1 to +1. A correlation coefficient of +1 reveals a perfect
positive correlation whereas a correlation coefficient of -1 indicates a perfect negative
correlation between two variables. A coefficient of 0 reveals that there is no relationship
between the variables under study.
Types:
Typically there are three types of correlational research:

• Positive correlation
• Negative correlation
• Zero correlation
1. Positive correlation
A positive correlation demonstrates that there is a positive relationship between the two
variables. In this kind of relation, as one variable increases, the other variable also increases.
For example, the number of cars a person owns is positively correlated with their income. More
the income, more the number of cars.
2. Negative correlation
A negative correlation indicates that there is a negative relationship between the two variables.
In this kind of correlation, as one variable increases, the other variable decreases. For instance,
a negative relationship between levels of stress and life satisfaction indicates that as stress
levels increase, life satisfaction decreases.
3. Zero correlation
Zero correlation demonstrates that there is no relationship between the the variables. A
change in one variable does not cause any changes in the other variable. An example of zero
correlation is the relationship between intelligence and height. An increase in height does not
lead to any changes in the intelligence of an individual.
2. Cross Sectional Research Design:

A cross-sectional study looks at data at a single point in time. The participants in this type of
study are selected based on particular variables of interest. Cross-sectional studies are often
used in developmental psychology, but this method is also used in many other areas, including
social science and education.
Cross-sectional studies are observational in nature and are known as descriptive research, not
causal or relational, meaning that you can't use them to determine the cause of something,
such as a disease. Researchers record the information that is present in a population, but they
do not manipulate variables.
This type of research can be used to describe characteristics that exist in a community, but not
to determine cause-and-effect relationships between different variables. This method is often
used to make inferences about possible relationships or to gather preliminary data to support
further research and experimentation.
Example: Researchers studying developmental psychology might select groups of people who
are different ages but investigate them at one point in time. By doing this, any differences
among the age groups can be attributed to age differences rather than something that
happened over time.
Characteristics:
Some of the key characteristics of a cross-sectional study include:

• The study takes place at a single point in time

• It does not involve manipulating variables
• It allows researchers to look at numerous characteristics at once (age, income,
gender, etc.)
• It's often used to look at the prevailing characteristics in a given population
• It can provide information about what is happening in a current population
Think of a cross-sectional study as a snapshot of a particular group of people at a given point
in time. Unlike longitudinal studies, which look at a group of people over an extended period,
cross-sectional studies are used to describe what is happening at the present moment.This
type of research is frequently used to determine the prevailing characteristics in a population
at a certain point in time. For example, a cross-sectional study might be used to determine if
exposure to specific risk factors might correlate with particular outcomes.
A researcher might collect cross-sectional data on past smoking habits and current diagnoses
of lung cancer, for example. While this type of study cannot demonstrate cause and effect, it
can provide a quick look at correlations that may exist at a particular point.
For example, researchers may find that people who reported engaging in certain health
behaviors were also more likely to be diagnosed with specific ailments. While a cross-sectional
study cannot prove for certain that these behaviors caused the condition, such studies can
point to a relationship worth investigating further.
Advantages of Cross-Sectional Studies:
Following are the advantages of cross sectional research design:

• Inexpensive and Fast

• Can Assess Multiple Variables
• Might Prompt Further Study
Challenges of Cross-Sectional Studies:
Following challenges might be faced by a researchers conducting a cross sectional research
design:

• Difficulties in Determining Causal Effects

• Cohort Differences
• Report Biases
3. Longitudinal Study:
A longitudinal study is a type of correlational research study that involves looking at variables
over an extended period of time. This research can take place over a period of weeks, months,
or even years. In some cases, longitudinal studies can last several decades.
Longitudinal design is used to discover relationships between variables that are not related to
various background variables. This observational research technique involves studying the
same group of individuals over an extended period.
Data is first collected at the outset of the study, and may then be repeatedly gathered
throughout the length of the study. Doing this allows researchers to observe how variables
change over time.
For example, imagine that a group of researchers is interested in studying how exercise during
middle age could affect cognitive health as people age. The researchers hypothesize that
people who are more physically fit in their 40s and 50s will be less likely to experience cognitive
declines in their 70s and 80s.
To test this hypothesis, the researchers recruit a group of participants who are in their mid-40s
to early 50s. They collect data related to how physically fit the participants are, how often they
work out, and how well they do on cognitive performance tests. Periodically over the course
of the study, the researchers collect the same types of data from the participants to track
activity levels and mental performance.
Longitudinal studies are usually observational in nature, and are a type of correlational
research. Longitudinal research is often contrasted with cross-sectional research. While
longitudinal research involves collecting data over an extended period of time, cross-sectional
research involves collecting data at a single point in time.
History:
One of the earliest examples of a longitudinal analysis occurred during the 17th century in what
is now Canada, when King Louis XIV gathered information from his population—including age,
marital status, occupation, as well as livestock and land owned. He collected this information
periodically to understand the health and economic viability of his colonies.
The oldest recorded longitudinal study on growth was conducted in the 18th century by Count
Hilbert Guinea de Montbeillard. He measured his son every six months and published the
information in the encyclopedia "Histoire Naturelle."1
The Genetic Studies of Genius (also known as the Terman Study of the Gifted), which began in
1921, is known as one of the first studies to begin during the childhood of the participants and
continue into their adulthood. Psychologist Lewis Terman's goal was to examine the similarities
among gifted children and disprove the common assumption at the time, which was that gifted
children were "socially inept."
Types:
There are three major types of longitudinal studies:

• Panel study: Sampling of a cross-section of individuals

• Cohort study: Selecting a group based on a specific event, such as birth,
geographic location, or historical experience
• Retrospective study: Reviewing historical information such as medical records
Benefits:
A longitudinal study can provide unique insight that might not be possible any other way. This
method allows researchers to look at changes over time.
Because of this, longitudinal methods are particularly useful when studying development and
lifespan issues. Researchers can look at how certain things may change at different points in
life and explore some of the reasons why these developmental shifts take place.
For example, consider longitudinal studies that looked at how identical twins reared together
versus those reared apart differ on a variety of variables. In these types of studies, researchers
tracked participants from childhood into adulthood to look at how growing up in a different
environment influences personality, achievement, and other areas.3
Since the participants share the same genetics, it is assumed that any differences are due
to environmental factors. Researchers can then look at what the participants have in common
and where they differ to see which characteristics are more strongly influenced by either
genetics or experience. Note that adoption agencies no longer separate twins, so such studies
are unlikely today. Longitudinal studies on twins have shifted to those within the same
household.
Some longitudinal studies take place over a period of years (or even decades). Researchers can
use their data to establish a sequence of events when looking at the aging process.
Potential Pitfalls:
As with other types of psychology research, longitudinal studies have strengths and
weaknesses. There are some important advantages to conducting longitudinal research, but
there are also a number of challenges that need to be considered.
Cost:
Longitudinal studies require enormous amounts of time and are often quite expensive.
Because of this, these studies often have only a small group of subjects, which makes it difficult
to apply the results to a larger population.
Attrition:
Another problem is that participants sometimes drop out of the study, shrinking the sample
size and decreasing the amount of data collected. This tendency is known as selective attrition.
Participants might drop out for a number of reasons, like moving away from the area, illness,
or simply losing the motivation to participate.
In some cases, this can influence the results of the longitudinal study. If the final group no
longer reflects the original representative sample, attrition can threaten the validity of the
experiment.
Validity refers to whether or not a test or experiment accurately measures what it claims to
measure. If the final group of participants is not a representative sample, it is difficult to
generalize the results to the rest of the population.
4. Descriptive Research Design:
The descriptive research design involves observing and collecting data on a given topic without
attempting to infer cause-and-effect relationships. The goal of descriptive research is to provide a
comprehensive and accurate picture of the population or phenomenon being studied and to describe
the relationships, patterns, and trends that exist within the data.

Descriptive research methods can include surveys, observational studies, and case studies, and the data
collected can be qualitative or quantitative. The findings from descriptive research provide valuable
insights and inform future research, but do not establish cause-and-effect relationships.
Importance

Following are the reasons behind the importance of descriptive research design:

1. Understanding of a Population or Phenomenon

2. Baseline Information
3. Informative Data
4. Sampling Validation
5. Cost Effective.
6. Easy to Replicate

Characteristics

Following are the characteristics of descriptive research design:

• Purpose.
• Participants and Sampling
• Data Collection Techniques
• Data Analysis
• Focus on Description
• Non-Experimental

When Can a Researcher Conduct Descriptive Research?

• A researcher can conduct descriptive research in the following situations:

• To better understand a particular population or phenomenon
• To describe the relationships between variables
• To describe patterns and trends
• To validate sampling methods and determine the best approach for a study
• To compare data from multiple sources.

Types

1. Survey Research

Surveys are a type of descriptive research that involves collecting data through self-administered or
interviewer-administered questionnaires. Additionally, they can be administered in-person, by mail, or
online, and can collect both qualitative and quantitative data.

2. Observational Research

Observational research involves observing and collecting data on a particular population or

phenomenon without manipulating variables or controlling conditions. It can be conducted in
naturalistic settings or controlled laboratory settings.

3. Case Study Research

Case study research is a type of descriptive research that focuses on a single individual, group, or event.
It involves collecting detailed information on the subject through a variety of methods, including
interviews, observations, and examination of documents.
4. Focus Group Research

Focus group research involves bringing together a small group of people to discuss a particular topic or
product. Furthermore, the group is usually moderated by a researcher and the discussion is recorded
for later analysis.

5. Ethnographic Research
Ethnographic research involves conducting detailed observations of a particular culture or community.
It is often used to gain a deep understanding of the beliefs, behaviors, and practices of a particular
group.

Advantages

Following are the advantages of descriptive research design:

1. Provides a Comprehensive Understanding

2. Non-invasive
3. Flexibility
4. Cost-effective
5. Easy to Replicate.
6. Informs Future Research

Disadvantages

Following are the disadvantages of descriptive research design:

1. Limited Scope
2. Dependence on Existing Data
3. Lack of Control
4. Bias
5. Lack of Generalizability
6. Lack of Depth
7. Time-consuming

5. Exploratory Research
Exploratory research investigates problems that are not clearly defined. It is conducted to gain
insight into the existing problem, however, exploratory research does not provide a conclusive
answer to these problems.
A researcher starts with an idea that is general in nature and uses this as a means to recognize
issues that can become the focus of future research. An important feature of exploratory
research is that the researcher should keep an open mind and be willing to change the direction
of their research as they collect more and more insightful data.
Exploratory research uses the grounded theory approach also known as interpretive research.
It aims to answer questions such as: “What is happening?” “Why is this happening?” “How is
this happening?”
For example; if a researcher wants to know how a particular filter is perceived by the target
audience of their app, they can first find out which section uses their app. Then proceeding to
find out which filters are most used, why they are used, and decide whether adding an
additional filter similar to the existing ones will be a good idea.
Characteristics
The following are the characteristics of exploratory research:

• They are not structured in nature.

• Exploratory research is interactive, open-ended, and is usually easy on the budget of
the organization.
• It helps researchers uncover answers to questions such as; what is the problem being
studied? What is the need for this study? What topics should be included in the
study?
• It is time-consuming and thus requires patience and persistence on the part of
the researcher.
• Exploratory research is broad, flexible, and adaptive in nature.
• The researcher needs to go through all the information and data collected through
the research.
• Exploratory research needs to have an important cost or value, if not, then it
is ineffective to carry out the research.
• The researcher should have some theories that will help in supporting the
findings uncovered during the exploratory research.
• Exploratory research generally produces qualitative data.
• In certain cases, where the sample of the study is large and data is collected
through surveys and experimentation, explorative research can be quantitative.
Now, that we have cataloged the characteristics, the question is how to go about collecting the
data for your exploratory research. The following section explains the two methods you can
use to conduct your research.
Types:
There are two main methods of conducting exploratory research – primary research and
secondary research. Under these two broad types, there are various methods that can be used
depending upon the nature of your study.
The data can be of quantitative or qualitative nature. Let’s look at each of the
research methods in detail.
Primary Research Methods:
In the primary research, the information is collected directly from the respondents. This data
can be collected from a group of people or just an individual.
Primary research can be conducted by the researcher themselves or it can be carried out by a
third party to conduct it instead. Primary research is usually done to explore a problem that
needs in-depth analysis.
Surveys:
Surveys or polls can be used to gather large amounts of data, usually from a predetermined
group of respondents. It is one of the most popular quantitative research methods. Surveys or
polls are used in exploratory research in order to explore the opinions, trends, or beliefs of the
target population.
Surveys can now be conducted online and thus be made more accessible, thanks to technology!
Organizations, nowadays, have started offering shorter surveys and rewards to the
respondents who fill them so that they can increase the response rates and gain more insights.
Short surveys can be sent to respondents through text messages right after they make a
purchase and are asked to fill it for a coupon/discount in return, so organizations can
understand their views on the product under study.
Focus Groups:
Another widely used methodology in exploratory research is focus groups. In this method, a
group of respondents are chosen and are asked to express their opinions on the topic of
interest.
One important consideration when making a focus group is to choose people who have a
common background and similar experiences to get unified and consistent data.
An example of a focus group would be when a researcher wants to explore what qualities
consumers value when buying a laptop. This could be the display quality, battery life, brand
value, or even the color. The researcher can make a focus group of people who buy laptops
regularly and understand the dynamics a consumer considers when buying electronic devices.
Observation:
Observational research can either be quantitative or qualitative. This research is done to
observe an individual and make inferences from their reactions to certain variables.

This research does not require direct interaction with the participants. For instance, a
researcher can simply record the observations of how people react at the launch of a new
product.
Interviews:
Surveys give you huge amounts of information in a relatively short period of time, but an
interview with one person can give you the in-depth information which can otherwise be
overlooked in surveys. Interviews are a methodology to collect data for qualitative research.
Interviews can be carried out face-to-face or even on the telephone. Interviews usually contain
open-ended questions so that enriching information is uncovered about the topic. For
example; an interview with an employee on their job satisfaction can offer you valuable
insights that would otherwise go unnoticed in the close-ended questions asked in a survey.
Secondary Research Methods:
In secondary research, information is gathered from primary research that has been published
before. For instance, gathering information from case studies, newspapers, online blogs or
websites, or government sources.
Online Resources:
The quickest way to find information on any topic is through the internet. A huge amount of
data is available on the internet that you can download and use whenever you need it. One
important factor to consider when acquiring data online is to check the authenticity of the
sources provided by the websites.
For example, a researcher can find out the number of people using a preferred brand of
clothing through a poll conducted by an independent website online.
Literature review:
Reviewing the existing literature on a particular topic from online sources, libraries or
commercial databases is the most inexpensive method of collecting data. The information in
these sources can help a researcher discover a hypothesis that they can test.
Here, sources can include information provided by newspapers, research journals, books,
government documents, annual reports published by organizations, etc. However, the
authenticity of the sources needs to be considered and examined.
Government sources can provide authentic data but may require you to pay a nominal price to
acquire it. Research agencies also produce data that you can acquire at a nominal cost, and this
data tends to be quantitative in nature.
Case studies:
Another way researchers can gather information for their exploratory research is by carefully
analyzing the cases that have been through a similar problem the researcher wishes to study.
These cases are important and critical in the business world, especially.
The researcher should be cautious to review and analyze a case that is similar in regards to the
variables of concern in the present study. This methodology is commonly used in the health
sector, social sciences, and business organizations.
For example; let’s assume that a researcher is interested in understanding how to effectively
solve the problems of turnover in organizations. While exploring, he came across an
organization that had high rates of turnover and was able to solve the problem by the end of
the year. The researcher can study this case in detail and come up with methods that increased
the chances of success for this organization.
Steps:
Identifying the problem area. The very first step is for the researcher to identify the area of
research and the problem can be addressed by finding out ways to solve it.
Creating a hypothesis. If the researcher is aiming to solve a problem for which there are no
prior studies, or the problem has not been resolved efficiently in previous research, then the
researcher creates his/her own problem statement. This problem statement, also called a
hypothesis, will be based on the questions that the researcher came up with while identifying
the area of concern.
Advancing future research. Once the data for the current problem has been obtained, the
researcher will continue the study through a descriptive investigation. Generally, qualitative
methods are used for a detailed study of the data to find out if the information gathered
through exploratory research is true or not.
Advantages:
Exploratory research provides the researcher an opportunity to keep an open mind and explore
the variables affecting their area of interest. Some of the advantages of exploratory research
are:

• It allows researchers to be flexible and change their stance on the problem being
studied as the research progresses.
• It is cost-effective.
• It lays a foundation and structure for future research.
• It can help researchers find out the causes of the problem being studied which can be
elaborated on in future studies.
Limitation:
Exploratory research is not without its limitations.

• The answers of exploratory research are usually inconclusive.

• Some of the data collected can be biased or subjective as it is mostly qualitative
in nature.
• Since exploratory research has a smaller sample size, there is hesitancy to generalize
the findings to the whole population.
• If data is collected through secondary sources there is a chance of the data being old
or outdated.
6. Quasi Experimental Research Design:
In experimental research, units are assigned to an experimental group and to a treatment
group. The treatment group, also known as the experimental group, receives the treatment
being studied by the researcher. The control group, on the other hand, receives a placebo or
no treatment at all. In a true experiment, units of the sample group are assigned to either
group using random assignment. However, there are some studies that do not employ the use
of random assignment. These studies follow a quasi-experimental research design.
The quasi-experimental design, just like a true experiment, aims to identify the cause-and-
effect relationship between two variables; the independent and dependent variable. The only
difference is that the quasi-experimental design employs non-random criteria while assigning
subjects to groups.
Types:
Regression Discontinuity
The regression discontinuity approach involves measuring the impact of the treatment, or
independent variable, by applying a treatment assignment mechanism that is based on a
continuous eligibility index that is variable with a continuous distribution.
Subjects are therefore selected to be a part of the treatment group based on whether their
value on a predetermined numeric rating scale exceeds a designated threshold. Those who fall
below that threshold, do not receive the treatment and will hence be part of the control group
instead.
Non-equivalent Groups Design
In the non-equivalent groups design, researchers select two groups; one is exposed to the
treatment while the other is not. This is not considered random assignment as the researcher
is working with pre-existing groups and not allocating subjects to either group based on
random assignment. Although researchers aim to select two groups that are as similar as
possible, we can never be sure that the groups are actually comparable. It is highly unlikely that
the two groups would be as comparable as they would have been if they were created using
random assignment. This design was named as the nonequivalent groups design for this very
reason, as it’s likely that the two groups are not equivalent.
Natural Experiments
In both laboratory and field experiments, researchers generally determine how subjects are
assigned to groups, whether that be through random or non-random criteria. However, in
natural experiments, a naturally occurring external event or situation results in the random
assignment of subjects to different groups. Therefore the factors that influence assignment are
out of the control of investigators.
Although many natural experiments employ a method that resembles random assignment,
they are still not considered to be true experiments because they utilize the observational
method. Some situations in which natural experiments are appropriate and commonly used
include policy changes, weather events, and natural disasters.
Application
Quasi-experimental studies have lower internal validity than true experiments and also cannot
establish a causal relationship between variables as effectively. So why do researchers use it?
There are certain situations where the use of a quasi-experimental design is more suited to the
study. This is especially true for studies where it would be unethical to withhold treatment from
a subject based on a random basis. In such situations, a quasi-experimental design can be
utilized to avoid any ethical issues.
Additionally, another context in which a quasi-experimental design is more appropriate is when
the true experiment design is not feasible. This could be due to the high expenses associated
with true experiments. It could also be due to the fact that true experiments generally involve
a lot of work to effectively design an experimental intervention for the threshold of subjects
required to justify the research as a true experiment.
Advantages
The following are a few advantages of utilizing a quasi-experimental research design:

• Less Expensive: One of the most prominent advantages of quasi-experimental studies

is that they are less expensive and require relatively fewer resources than randomized
controlled trials.
• Higher External Validity: Relative to true experiments, quasi-experimental studies tend
to have higher external validity as they often involve real-world interventions rather
than artificial laboratory settings. This makes it more likely to reflect real-world
situations and settings.
Disadvantages
The following are a few disadvantages of utilizing a quasi-experimental research design:

• Risk of Confounding Bias: Lack of randomization makes it harder, or even impossible in

some cases, to rule out confounding variables and their influence on the causal
relationship being studied.
• Low Internal Validity: Compared to true experiments, quasi-experimental studies have
lower internal validity and therefore aren’t as effective in establishing causality.
7. focus group
A focus group is best defined as a small group of carefully selected participants who contribute
to open discussions for research. The hosting organization carefully selects participants for the
study to represent the larger population they’re attempting to target.
The group might look at new products, feature updates, or other topics of interest to generalize
the entire population’s reaction. This research includes a moderator. Their job is to ensure
legitimate results and reduce bias in the discussions.
• You use a focus group in qualitative research. A group of 6-10 people, usually 8, meet
to explore and discuss a topic, such as a new product. The group shares their feedback,
opinions, knowledge, and insights about the topic at hand.
• Participants openly share opinions and are free to convince other participants of their
ideas.
• The mediator takes notes on the discussion and opinions of group members.
• The right group members affect the results of your research, so it’s vital to be picky
when selecting members.

Main pillars participant

A crucial step in conducting a focus group is the process of participant selection. The main
criteria for selecting the participants must be their knowledge of the subject. If you need help
selecting members, look for a market research-based organization that matches you with
qualified participants.
The role of a moderator
The moderator conducts the focus group confidently and leads members through the
questions. They must be impartial throughout the process. As the researcher, you can also be
the moderator, so long as you remain objective. You can also hire a suitable professional
moderator to run your survey.
Types
Your choice of focus group depends on the needs of your action research. Types include:

• Dual moderator: There are two moderators for this event. One ensures smooth
execution, and the other guarantees the discussion of each question.
• Two-way: A two-way group involves two separate groups having discussions on the
topic at different times. As one group conducts its study, the other group observes the
discussion. In the end, the group that observed the first session performed their
conversation. The second group can use insights gained from watching the first
discussion to dive deeper into the topic and offer more perspective.
• Mini: This type of small group restricts participants to 4-5 members instead of the usual
6-10.
• Client-involvement: Use this group when clients ask you to conduct a focus group and
invite those who ask.
• Participant-moderated: One or more participants provisionally take up the role of
 moderator.
• Online: These groups employ online mediums to gather opinions and feedback. There
are three categories of people in an online panel: observer, moderator, and
respondent.
How to conduct a focus group
A focus group is a research method or technique that is used to collect opinions and
ideas regarding a concept, service, or product. Follow the below steps to conduct it:

• Recruit the right participants.

• Choose a moderator.
• Record the meeting for future purposes.
• Write clear discussion guidelines.
• Conduct the session and generate a report.
• Use the data to make a plan of action.
advantages and disadvantages
Focus group is a well-liked research technique due to its simple setup and the insightful data it
can yield. It has advantages and disadvantages much, like other research techniques.
Advantages

• A great complement to other mediums like online surveys and online polls. Focus
groups give you access to why a customer feels a certain way about a product, and
surveys help you collect supporting feedback in large batches.
• Immediate access to customer opinions, making data collection and analysis quick and
convenient.
• Highly flexible to adapt to the needs and opinions of the group members.
• Easy to conduct regular discussions to eliminate inaccurate results due to current
market outlooks.
• Focus groups are perfect sources to understand the true feelings and perceptions of
your selected target audience.
Disadvantages

• Creating a representative sample is tough. Small-size sample makes focus

groups unreliable.
• Due to the limited sample size, you cannot guarantee respondent anonymity,
which may affect their willingness to speak freely.
• Getting honest opinions on sensitive topics can make the depth of analysis difficult.
• Data analysis is vulnerable to inaccuracy and observer research bias.