The Strengths and Weaknesses of Focus Group Research
Focus groups are a prominent method of enquiry, regularly used within the field of social science and in particular, qualitative research. The focus group practice involves a number of participants having an open discussion on a specific topic, set by a researcher. The researcher acts as a moderator to aid discussion by using probes to collect desirable data. This process is recorded and transcripts are used to interpret and analyse given information.
Carson et al (2001, p.114) refers to focus groups as “A research technique that collects data through group interaction on a topic or topics”. They also suggest that the central distinctive characteristic of focus groups is group interaction, which generates a mass of data, which would be inaccessible without using focus groups.
Focus groups are used in many industries to collect ideas and understanding. Carson et al (pg 8) suggest that groups as a social research tool have been used for some time but the term ‘focus group’ was established in the classic study, The Focused Interview by Merton et al (1956). Merton’s study influenced the creation of the procedures that are now accepted as common practice in focus groups.
Although this particular method possesses a substantial number of strengths, focus groups also occupy a number of weaknesses that disadvantage the researcher and limit findings which can be discussed in relevance to theories.
Firstly, Dawn Snape and Liz Spencer (2003, p.3) propose that it is important to define the practice of qualitative data before discussing the implications of it. They also suggest that qualitative research is difficult to define and can never entirely be classified. They infer that there is a wide consensus that qualitative research is a naturalistic and interpretive approach, with an emphasis on the understanding of the meanings which people attach to phenomena. This point is supported by Alan Bryman, he comments: “The way in which people being studied understand and interpret
Carson et al (2001, p.114) refers to focus groups as “A research technique that collects data through group interaction on a topic or topics”. They also suggest that the central distinctive characteristic of focus groups is group interaction, which generates a mass of data, which would be inaccessible without using focus groups.
Focus groups are used in many industries to collect ideas and understanding. Carson et al (pg 8) suggest that groups as a social research tool have been used for some time but the term ‘focus group’ was established in the classic study, The Focused Interview by Merton et al (1956). Merton’s study influenced the creation of the procedures that are now accepted as common practice in focus groups.
Although this particular method possesses a substantial number of strengths, focus groups also occupy a number of weaknesses that disadvantage the researcher and limit findings which can be discussed in relevance to theories.
Firstly, Dawn Snape and Liz Spencer (2003, p.3) propose that it is important to define the practice of qualitative data before discussing the implications of it. They also suggest that qualitative research is difficult to define and can never entirely be classified. They infer that there is a wide consensus that qualitative research is a naturalistic and interpretive approach, with an emphasis on the understanding of the meanings which people attach to phenomena. This point is supported by Alan Bryman, he comments: “The way in which people being studied understand and interpret