Speaker 1: When it comes to gathering qualitative data on a reasonably broad and explorative topic which aims to assert the viewpoints from multiple parties, a popular method is known as focus group interview or focus group discussion. So in this discussion we are going to talk about focus group. The key learning objectives are as follows. Focus group as a data gathering technique has been widely adopted due to its strength to attain information from a reasonably diverse group of audience. Now generally focus group is a qualitative research method and it is a facilitated discussion among a group of participants who are nominated by the researchers to elicit a richer perspective about a research problem. Although it sounds very easy but there are various aspects which needs to be very carefully underpinned before undertaking a focus group. So let's just quickly go through these one by one. So this is what we call a checklist of focus group. This is not very explicit but it is always better to have like a rule of thumb approach and this is what is a rule of thumb approach. So when it comes to the duration focus group usually lasts about one to two hours but it should not be stretched more than three hours. The moderator can provide a short break in between depending on the situation. It is a good practice not to stretch the discussion for too long because the participants may not feel comfortable sitting at the chair for a long time. Number of questions to be asked during the focus group. Again there is no explicit guideline on this one. The number of questions may vary depending on time, commitment of the participants, nature of the study and myriad of other factors. But again a rule of thumb in this case is to have questions between one to five. Types of questions. In terms of the types of questions, open-ended questions are always recommended for most types of qualitative data gathering method. The benefit is that the participants can unpack more information if they are allowed to express their views more openly. But the open-ended questions should still be clear, simple and direct which will help to avoid confusing terminology or long questions. Sample characteristics. This one is very important because the sampling of the participants is one of the most challenging aspects. Selecting the right cohort is very critical and it determines the success of the focus group largely. Care must be given while recruiting the participants and ensuring that there is a right composition of the group. A general recommendation is that the members of the focus group should have attributes that are homogeneous. But there should also remain some degree of variation so that the contrasting opinions can be derived. Common factors where homogeneity is sought could be occupation, educational level, age, gender, education or family characteristics. But again these are all rule of thumb. Size of the focus group. Typically the size of the focus group is from 6 to 12 participants. The group should not be larger than that and each participant should have their own chance to contribute. So a bigger size would not let everyone to get involved. And entirely the opposite for a very small group as well because that will not elicit a richer perspective and a range of different experiences. So again it is something that needs to be determined by the researcher to have an ideal balance of the size. Recording the information. The researcher can adopt automatic processes like tape recording or video recording. But manual data recording techniques could also be used like handwritten notes. And depending on the research topic, availability of the technical support, budget in the research. But it is very important to have a clear communication to this, to the participants prior to the focus group so that they are aware of the situation which will make them feel more comfortable. Because some participants may have reservation on the discussion being recorded. The environment or the physical setting is also very important and it plays a big role. The nature of the seating arrangement, size of the table, proximity from each other, the lighting condition. Everything plays a part on how effective the focus group discussion will be. While it is hard to put specific parameters around each of these factors. But it is always the researcher who can assess these factors and optimize them to the best possible situation. Okay, now let's just quickly go through some of the factors which are the procedure for conducting a focus group. So this is just like a standard step-by-step approach for going through a focus group. So first you need to design the focus group environment. Then recruit and select the focus group participants. Selecting a moderator who will be moderating. In most cases this is the researcher. But if you would like to engage a separate moderator whose job will be to moderate. There's some skill involved into that. So you need to work it out beforehand. Prepare the discussion guide. It's always better to have an outline or discussion guide for the focus group. So that everyone knows what exactly. And the researcher especially knows how the whole session will proceed. Conducting the group interview. And finally preparing the focus group report. I want to share the types of focus group. Because there are various types of focus group. And I'll just quickly go through these. The first one which is the basic one is a two-way focus group. Now this type of focus group involves using two groups. Where one group actively discusses a topic. Whereas the other observe the first group. And usually this group of focus group is conducted behind a one-way glass. The next one is called a dual moderator focus group. Which involves two moderators working together. Each performing a different role within the same focus group. The division of roles ensures a smooth progression of the session. And ensures that all topics are being covered well. The next one is called a respondent moderator focus group. And this method involves selecting one or more of the participants in the focus group. Who takes lead as a moderator. And this is done to change the dynamics of the group. And generate more varied responses. A mini focus group is the one that consists of fewer participants. Usually four or five. A mini focus group creates a more intimate group. An online focus group participants respond and share information through online means. Online focus groups are done to reach a broader range of participants. So these are various forms or structures of focus group. Now this selecting the right type of focus group is entirely dependent on the researcher's knowledge. And also the capacity and the situation, research topic. So this will all determine the actual or the best possible focus group type. Okay, there's some pros and cons of focus group. So advantages. Focus groups are a cheaper means of obtaining information compared to individual interviews. Participants are able to listen to responses of the other participants. And feed off each other, as you can see. Because it allows the participants to hear other's perspective. And then that will help them to elicit their own insight into the matter. The groups generally result in more data being gathered. As participants are given the opportunity to contradict with each other. Because you will always have that discussion. Which sometimes could lead into a contradicting view. Which majority of the time will lead to newer findings. Which is always good for gathering additional data. And compared to quantitative survey. Focus groups are able to gather more information about perceptions, attitude and experiences. Some disadvantages. Well, group dynamics is such as a group think may be inhibit discussion. Because sometimes as there's a saying, too many cook would spoil the soup. So if you've got too many people having contradicting views. You know, group dynamics situation might play. Some people might feel overpowered by the more influential ones. Focus group may be difficult to manage and control. Due to the number of participants. Shy participants or introverts may feel overpowered and intimidated by assertive participants. This can introduce bias and affect the end results. Analysis of the data may be time consuming and challenging. Which is quite common across all other qualitative method. Which in itself is an advantage and disadvantage sometimes. The group culture may intimidate or fail to energize participants. Resulting in poor data collection. As compared to other qualitative data gathering techniques. Such as in-depth interview. Focus group tend to be more, I guess, broad. In terms of the fact that there's too many participants. And each one of them will have their own perspective. Which is contradicting and may not to encourage each other. Because someone might feel, I'm not going to share things what I think. Because there's that bias factor that may play. I hope this gives you a clear understanding about focus group. And the various intricacies or various details about focus group. Here are some references for you to explore further. If you'd like to explore more about focus group. I'll see you all in the next lecture.