HOW TO CONDUCT A

FOCUS GROUP
Binibini John Glenn E. Labrador
 WHAT IS FOCUS GROUP?

It is a form of qualitative research

consisting of interviews in which a group of
people are asked about their perceptions,
opinions, beliefs, and attitudes towards a
product, service, concept, advertisement,
idea, or packaging.
1. ROLE OF THE MODERATOR
• A focus group moderator is also sometimes referred
to as a facilitator. The effectiveness of the focus group
moderator is the key to a successful focus group.
• The moderator’s job is to keep the group “focused”
and to generate a lively and productive discussion
(American Statistical Association, 1998).
• As well as being able to plan the group, the
moderator needs to have effective leadership skills
as he/she will need to recognize how to obtain a
balanced input from a diverse group of people
• The moderator also needs good communication skills, and needs
to be able to encourage a variety of levels of communication
amongst participants in the focus group and this communication
may include:
asking open questions
 promoting debate
probe for further details
encourage participant- participant discussion rather than
participant-moderator discussion
run group exercise (Gibbs, 1997; Kitzinger, 1995)
• Although the moderator ‘leads’ the focus group their role is only
to keep the discussion on track and should not influence the
opinions of the group, this has been referred to as “structured
eavesdropping” (Kitzinger, 1995).
2. RECORDING EQUIPMENT
3. CHOOSING A GOOD VENUE

• Aesthetics
• Spaciousness
• Location
• The Menu

4. RECRUITING PARTICIPANTS TO THE STUDY

HOW TO CARRYOUT
PARTICIPANTS
OBSERVATION
Binibini John Glenn E. Labrador
1. GAINING ACCESS

2. ETHICS
• Moral principles that govern a person's behavior
or the conducting of an activity.
Virtue Ethics – Sense of right and wrong
Duty (Deontological) Ethics - Obligations
Consequentialist Ethics – Consequences
Relativistic Ethics – Golden Rule
3. COLLECTING AND ANALYZING INFORMATION

4. WITHDRAWAL FROM THE FIELD

IF YOU CAN’T FIGHT… FIGHT

OUR WAR HAS JUST BEGUN

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