Abstract
In this chapter we discuss one of the methods frequently used in qualitative marketing research, that is, the focus group. We explain what this method involves, in particular its qualitative attributes and the specific approach. Later in the chapter we take a look at a typical research process, paying particular attention to issues related to execution and the selection of respondents. Following this we define the scope of this method’s application, both in regard to research questions it can help us answer and the specific circumstances one might encounter during a study. To round off, we take a look at the most popular varieties of the focus method, their usage depending on the research questions and the circumstances in which the study is to be conducted.
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Notes
- 1.
There’s been a trend to depart from large focus groups as of late, with six-person groups becoming an industry standard, so to speak.
- 2.
In some cases it may be advisable to conduct the FGI in another venue, not a focus studio. For examples, see Bloor et al. 2001.
- 3.
The notion of “projection techniques” is used commonly with reference to a broad spectrum of stimulation techniques used in moderating focus group interviews. They aim to stimulate respondents to produce deeper, less conventional statements and to make it easier for them to convey content that is difficult to verbalize, such as emotions , impressions, metaphors , or elusive associations. Examples include techniques such as “collage” or “personification”. It is important, however, to stress that despite the commonly applied nomenclature, these are not projection techniques in psychological terms. They do not offer an actual insight into the sphere of the subconscious of research subjects, and interpretation of findings is made on the basis of explanations provided by research subjects themselves, usually without any external key (see: Maison 2001).
References
Barbour, R. (2007). Doing Focus Groups. London: Sage.
Barbour, R., & Kitzinger, J. (Eds.). (1999). Developing Focus Group Research. Thousand Oaks: Sage.
Bloor, M., Frankland, J., Thomas, M., & Robson, K. (2001). Focus Groups in Social Research. London: Sage.
Maison, D. (2001). Zogniskowane wywiady grupowe. Jakościowa metoda badań marketingowych. Warsaw: Wydawnictwo Naukowe PWN.
Stewart, D. W., & Shamdasani, P. N. (2015). Focus Groups. Theory and Practice (3rd ed.). London: Sage.
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Gawlik, K. (2018). Focus Group Interviews. In: Ciesielska, M., Jemielniak, D. (eds) Qualitative Methodologies in Organization Studies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-65442-3_5
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DOI: https://doi.org/10.1007/978-3-319-65442-3_5
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